Year
2016
Disciplines
  • Branding
  • Logo Design
  • UX Design
  • UI Design
Client
bmiSmart

Global Branding

When the global health-science company InQPharm launched its first direct-to-consumer brand, bmiSMART, we were brought on to work with the North American, Asian and European marketing teams to bring the new line of weight-loss products to a global market.

Verso teamed up with Oomba to create a specialized social media platform for gaming tournaments and leagues hosted by brands like Caesars Palace. Oomba has revolutionized how people engage with games by offering a social component with their software. Verso designed the UI for this white label product.            

Building the bmi Brand Story

Decades ago, mindfulness was a Buddhist principle mostly obscure to the West. Today, it's proven to be a beneficial concept for many of our emotional and physical problems. 

As we built out the bmiSmart brand, it became apparent that the concept of mindfulness was essential to the story we were trying to tell. 

Brand Positioning

bmiSMART is a more thoughtful, intelligent and effective way to lose weight and gain a healthy lifestyle.

bmiSMART Brand Cuboct

The graphic element in the bmiSMART logo is designed in the shape of a cuboctahedron (cuboct). This multi-faceted, integrated form is made stronger by the combination and intersection of shapes. It symbolizes an intelligent epicenter to build upon - a foundation to begin the weight loss journey.

Primary Logo Design
Logo Mark Used on Packets

Typography

Brandon Grotesque

Brandon Grotesque (a single typeface) was selected for the simplicity and elegance it lends to the bmiSMART™ brand. This typeface shall be used for all consumer-facing brand collateral (packaging, ads, website content, etc). This is the preferred typeface for the US market and is highly recommended for all bmiSMART™ global brand communications.

Quicksand

Quicksand is a free Google typeface that may be used in place of Brandon Grotesque in a web environment; however, it should only be used when Brandon Grotesque is not available. The Quicksand typeface shall not be used as the typeface for any branded print content or consumer-facing packaging.

The colors had to feel independent from the ship design yet familiar to guests and viewers. The palette acts as both a base and an accent to a larger vision.

Photography

Televised Brand Spots

 

 
 

Display Creative

Print Ad

Social Media Ads

More Work

BMFS Branding

  • Branding
  • Logo Design
  • UX Design
  • UI Design

2020 Brand Vision

  • Branding
  • UX Design
  • UI Design

My Viking Journey

  • UX Design
  • UI Design

Home Portraits

  • Video Production
  • Branding
  • UX Design
  • UI Design
  • Social Media

Viking App

  • UX Design
  • UI Design

Oomba Platform

  • Product Design
  • UI Design
View All Work