Welcome to the Brand Manual for Masa MVMNT. It introduces our identity and explains the guiding principles for using the elements of our brand. The way we look, sound, and behave is a reflection of who we are. The Masa MVMNT brand identity is more than a logo or a font, it is a rich system that works to let our business shine with personality and approachability.

Created by Metcon Creative for Masa MVMNT.
Copyright Masa MVMNT 2023.

01 –

Our Brand

Do hard things with good people.

Our Mission

02 –

Our Vision

Do hard things with good people.

We’re creating a sanctuary of action for people to get stronger, feel better, and find people cut from the same cloth. Nobody’s journey’s the same, but we all agree on one thing: Hard things are worth doing, and that’s what brings us together.

What problem does this solve for people?

A lot of people are in pain in some way. We try to strengthen their way out of pain. For some people it’s just a stress release, a way to blow off steam and feel better. For others it’s fixing nagging injuries and chronic pain. But for all it’s about that little daily magic that happens when you sweat, when you say yes to something hard and turn the brain off for a little while.

What does success look like for Masa MVMNT?

Itamar loves coaching and wants to continue to do so. So success will always have coaching at its core, but in the future it will look different. A successful transition from coach to leader will mean that the other coach’s careers are built further, while Itamar can be present with family without losing his passion for coaching.

Another marker of success is that we’re telling the stories of our incredible clients. Stories of recovery, growth, and renewed passion for life are common in these walls. Success for us would mean that their stories are told, and that they send us notes of appreciation for telling them.

03 –

Our Values

Choose courage over comfort.

The fact that it’s a choice is really important and it’s the foundation for everything we do. Sometimes it’s a conversation we don’t want to have. Sometimes it’s a workout we don’t want to do. But we know one thing for sure: There’s immense power in doing the right thing, especially when it’s the hard thing.

Grow your craft and coach with clarity and kindness.

We must all develop the ability to give and receive criticism and use it to fuel our progress. We must never lose the hunger to learn and grow our craft. And we must always be as clear and as kind as possible with our team and our clients.

Cultivate a community with true connections.

You would think that our work is training, but it’s actually people. Our role is to learn about the people we’re working with, asking questions and getting them to open up. When we learn about that, we can better provide what they need, even when they don’t know they needed.

Our deepest connections don’t come from crushing PRs, but from telling clients that it’s okay to back off, to not go hard, and to have permission to just move at the end of a long, stressful day. 

04 –

Our Beliefs

Fitness gives you the power to say YES!

Fitness is the ability to say yes to things without being limited by your body. We believe in strengthening our way out of pain, and doing this for the long run. We know that strength and flexibility are what keeps you out of the nursing home. On the journey to this life-affirming strength and fitness we use all methods available to us, but our bread and butter are slow, controlled strength movements that give us the biggest bang for our buck.

Food is best enjoyed real and in good company.

Eat real food. Make it yourself. Make it tasty. Make it feel good. 

That’s our nutrition philosophy in a nutshell. 

Breaking it down we believe that real food, meat, fruit, and vegetables. We believe that adding more quality foods is more powerful than restricting others. 

And we believe that food is individual. Our cultures, lifestyles, and households mean that we need to approach every plate with curiosity, empathy, and a focus on habits. Moving people along the path one small step at a time, we know we can find harmony between food as fuel and feast.

A great coach elicits change.

You can know everything about lifting, movement, and coaching, but if you can’t make people understand it, it’s wasted. You have to have the so-called ‘soft skills’, read the room, and be able to communicate.

Coaching is a craft. There’s artistry there. There’s magic in that moment where something clicks. When someone finally gets a movement or lifts something without pain. Seeing people recognize how much they actually care about fitness and what it can do for their life is what lights us up as coaches.

Life is here to
be enjoyed.

I don’t subscribe to a higher power and I don’t try to figure out what’s next. When we get to the end we’ll figure out what comes next. A good day is a day I get to move, eat good food, and spend time with people I love and care about, and a  good life means experiencing other cultures through travel and food.

05 –

Our Ideal Client 01

Personas help us design our work for a specific somebody, rather than a generic everybody.

Liz

When you meet someone who works with Masa MVMNT, these are the kind of people you’ll meet.

The Basics

40

Teacher

Sees the value of coaching

Enjoys running and has always had physical hobbies

Currently does the classes at a CrossFit gym

Goals

Wants to run her 10k's without pain

Confidently fit into the swimsuit she actually wants to wear

Find a meaningful past-time with purpose now that kids are old enough

Liz in a Paragraph

Liz is friendly, outgoing, and loves to socialize. She's always loved having some sort of physical activity in her life, whether it's running her usual 5k loop or hitting up a bootcamp, exercise has always been a constant. But nothing's ever really stuck, and the extra weight she's carried ever since she had her now-teenage child was born never went away, and she's not feeling too great about it. With high school graduation looming and a departure to college coming up, her life's about to change significantly, and she's not really sure what's next. She's started at the local CrossFit gym, which she loved at first, but since hurting her back, she's been relegated to sit ups and slow core work instead of the solid workout she craves. She's looking for something new, something more intentional with real coaching. A place where she can find her confidence and a new pastime that's meaningful and life-enhancing. 

Lifestyle

MORNING

Wakes up at 6am 

Has her coffee, and that’s her breakfast

Makes sure her kid is ready to go

Goes to work around 8, playing 90s R&B in her car

DAYTIME

Teaches all day, in between meetings and the mountain of teacher's admin work

Eats a pre-made, store-bought salad mix for lunch

Gets home in the mid-afternoon and does another hour of planning and admin

NIGHT

The family eats dinner together

The meal is carb-heavy and indulgent but is made with love and a daily ritual of connection in mind

They order DoorDash 3 x a week when there's no time to cook

Watches two or three episodes of a trending TV show

Scrolls Instagram and goes to bed at midnight

WEEKENDS & VACATIONS

Weekends are split between kid's activities like concerts or social events and socializing with friends

Will go to brunch with her girlfriends, enjoying a mid-day Mimosa

Goes to dinner with her husband at a nice but not overly fancy place, enjoying maybe one too many glasses of wine

They go on vacation twice a year - Once Upstate, and once overseas like Costa Rica or Mexico

Goals in Fitness

Wants to run her 10k's without pain

Confidently fit into the swimsuit she actually wants to wear on vacation

Find a meaningful past-time with purpose now that kids are old enough

Likes being active, but wants to find that new thing. Yoga’s too slow, CrossFit is proving too intense, and the globo gym is too intimidating.

Pain Points

Knee pain, back pain. Tennis elbow. 

Carrying a bit too much weight, which makes her feel insecure and self conscious

Has a layer of anxiety that's always there, and how she looks is always top of mind

Confused about what's a fad and what's real because all the trending diets are very convincing

How can we help Liz achieve her goals?

Proper training, properly planned.

Teach her about strengthening out of pain and just how much you can do that isn't situps.

Simple eating guidelines that include the foods she loves.

Build a trusting relationship, encouraging her to speak about her deeper fitness goals, like running.

Where does he look to for help?

Fitness influencers that don’t paint a realistic picture

Weight loss diets that cause more harm than good

Peers who tried this or that

Coaches at her CrossFit gym

What kind of content can we make to attract Liz?

Content that's super valuable, whether Liz trains with us or not. By providing value, we become the natural next training destination.

Teach her about pain, and how strength training is super beneficial. 

Tell incredible stories from clients, like the ATV accident one.

No nonsense, common sense nutrition information that can help her improve her next meal.

What does life look like after 3 years with us?

She’s out of pain and she's lost the extra weight she was carrying.

She does a hybrid system of PT and Group, with a focus on her new goal of running a half marathon.

The most beautiful thing is that the way she feels about herself has changed. She likes that she has muscle and definition. She's proud of deadlifting 200lbs, and got her first strict pullup. 

She's deeply confident, and wears THAT swimsuit on vacation.

“I have a confidence I never knew. I came to Masa with knee and back pain and was worried I'd be doing situps the whole class. I was so surprised when the coaches showed me movements I could do that not only made me feel like I'm really training but helped me get out of pain for good. The gym is super clean, and everyone's really friendly. The genuine care along every step from all the coaches has helped me open my mind to what's really possible. I'm more confident and stronger than ever in my life.”

What we want Liz to say about us.

06 –

Our brand at a glance

Our logo is a distinct mark that identifies our company. 

The logo can be used in full, as a shorthand, or as an icon only, usually dictated by size.

The logo is to be used only in the brand colors, which are listed below. Combinations of the brand colors are acceptable, as long as contrast and clarity are paid attention to.

Clearspace

Great logos need room to breathe. To make sure that the Masa MVMNT logo maintains its sophistication, leave it uncrowded.

The blue box indicates the minimum space required around the logo at all sizes. To measure the minimum, take the width of the 'M', and apply it to all sides.

Not observing this guide will result in a crowded logo and a missed opportunity to show professionalism and brand power.

Don't do this

To protect the logo, you have to keep it the same almost all of the time. These are some examples of what not to do.

1. Don't use mixed or non-brand colors
2. Don't use drop shadows
3. Don't skew the logo out of proportion
4. Don't put anything inside the clearspace

07 –

How to use our colors

Our colors are energetic, sophisticated and are an unexpected theme in a sea of blacks, and blues.

These colors, as well as white, make up the main color palette for the brand.

They can be used in their full strength or in shades, but any design should be kept to these colors to keep the brand consistent.

Always aim for maximum readability of fonts and layouts when choosing colors.

Maroon

C55 M76 Y59 K59
#452930

Energy Red

C2 M92 Y98 K0
#eb3b26

White

C0 M0 Y0 K0
#ffffff

08 –

Chosen to bring clarity to our voice

Our heading font is Barlow Condensed.

Our body copy font is Neue Montreal.

Fonts are really powerful. They add personality, they can make words appear like they’re SHOUTING or whispering.

When you speak to a person, you don’t just hear the words. You hear the tone, the volume and speed of their word as they are spoken. Those are the things that fonts communicate.

The Masa MVMNT fonts have been chosen to balance adventurous and athletic.

Use the fonts for the uses listed here, and always keep in mind that the more space the words have to breathe, the better their message is received.

09 –

Culture Kit

We're here to serve people. These are the pieces of our culture our people love.

This kit includes badges and icons unique to Masa MVMNT, designed to resonate and connect with our ideal client.

Use these files when creating merchandise like shirts, and put them into social media posts or emails to add a touch of Masa MVMNT brand personality.

10 –

Social Media

Our social media channels allow us to communicate our message and deliver valuable content to our ideal audience. How it looks and sounds goes a long way to promoting our brand.

Our social media is designed to be engaging, consistent, and informative. We use it to educate, celebrate small wins and share a personal side to Masa MVMNT.

Through our content people will learn more about us, learn about the Masa MVMNT method, and will hopefully begin to see themselves as one of us. 

These templates have been set up in Canva, and there's a template for every need.