# Kinetikos: Movement education and training in Japan

> Kinetikos teaches movement professionals across Japan and trains clients in Tokyo. We redrew its logo, set it up as two brands, Kinetikos and Kinetikos Lab, and redesigned its website and app.

- URL: https://cultmethod.com/work/kinetikos/
- Type: Case study by Cultmethod
- Sector: Movement education
- Scope: Strategy, messaging, logo redraw, two identities, website and app design, social templates
- Engagement: Summer 2023

> “Going back and forth between our old site and your designs, I’m loving what you made even more. It was a tricky project in a different language, and we’re really happy we had your help.”
>
> — Travis Johnson, Vice President, Kinetikos

## The brief

Kinetikos teaches movement professionals across Japan and trains clients at its own facility in Tokyo. Its logo, from another designer’s brand standards in April 2023, had uneven strokes, poor kerning, and a letter crowding the edge of its circle.

## What we made

After a strategy workshop in July 2023, we set up Kinetikos and Kinetikos Lab as two brands, one for professionals and one for clients. We redrew the logo, gave each brand its own colors and messaging, set Japanese and English in one typeface, and delivered guidelines and social templates for both. We also redesigned the UX and UI of the website and app for another team to build.

## What the work includes

- Logo: Kinetikos logo in off-white on coral: a K with an arrow inside an open circle, beside the lowercase wordmark
- Symbol: Kinetikos symbol in coral on black: an outlined K with an arrow, inside an open circle
- Kinetikos Lab logo: Kinetikos Lab logo in sky blue on purple, the symbol stacked above the wordmark
- Logo redraw: The old Kinetikos logo outlined in coral over the redrawn logo in black, with a legend reading "Before" and "After"
- Tip post: Numbered tip post in aqua and coral headed "Be Positive and Patient," with a photo of a trainer high-fiving a client in a gym
- Kinetikos Lab poster: Kinetikos Lab poster: a purple and sky-blue duotone of a man lifting a dumbbell overhead, with the Japanese line "ライブで移動" and the Kinetikos Lab wordmark
- Brand tape: Crossed bands of coral, aqua, and black tape printed with the Kinetikos logo, "Life Without Limits," and the Japanese "制限のない人生"
- Kinetikos messaging: Coral panel reading "Bringing the world’s movement knowledge together." above "A world-class development center and community for movement professionals." with the Kinetikos logo
- Kinetikos Lab messaging: Purple panel reading "Move to live, live to move." above "A world-class training center and community for clients seeking to feel better, move better, and perform better." with the Kinetikos Lab logo
- Instagram carousel: Three Kinetikos Lab carousel slides in sky blue and purple on brown, titled "Walking," "Weight training," and "Yoga," each with a photo