XcelABLE Case Study

Freelance/Fractional Creative Director

XcelABLE is more than an exercise app. The goal of CEO Lisa Fitzpatrick was to create a workplace injury prevention solution from the palm of your hand. Lisa and I worked closely to create a clean, modern design that portrays authority while not being stuffy. My role led me to write copy, record voice-over, edit promotional videos, design & implement collateral websites, and help usher in the app by working hand-in-hand with the developers.

The Request:

To raise the company’s perception by elevating its logo from where it was to a more sophisticated level, one that conveys strength and definitive authority.

The Result:

I spent some time with the owner learning more about the business model, the services offered, the company’s mission, and where the company would like to be in 5, 10, and 20 years. From there, along with a significant amount of research, we iterated a number of times and came to this conclusion.