Term of Award

Spring 2016

Degree Name

Master of Fine Arts (M.F.A.)

Document Type and Release Option

Thesis (open access)


Department of Art

Committee Chair

Santanu Majumdar

Committee Member 1

Edward Rushton

Committee Member 2

Marc Moulton


Graphic design is a problem-solving field. A client or company tasks a designer with a problem, and to solve that problem the designer uses 2D fundamentals and technology. As a designer, one must carefully listen to the client to understand their needs before making design decisions. While graphic designers are responsible for creating stunning visuals for both print and digital media, one of the most important aspects of graphic design is branding. Broadly speaking, branding is the process involved in creating a unique name and image for a product or service in a consumers mind. Through branding, the designer aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

One of the first steps in the branding process is market research. Through my primary and secondary research it became apparent that there are a lack of current fitness facilities that were able to meet consumers need for a holistic approach to their fitness and wellness. I created Zoetic because I wanted to explore creating a brand that would not only provide these services but maintain a cohesive brand identity throughout all aspects of the touchpoints, as well as, to understand the aspects of fitness and wellness on a personal level. Zoetic is a full service facility devoted to the overall health and wellbeing of its members. The services offered at Zoetic are, CrossFit, Personal Training, Yoga and Meditation, Nutrition, and Massage Therapy.

Zoetic consists of several touchpoints, such as a website, member benefits booklet, brand guidelines, mobile app, cookbook, large format promotional signage, screen printed t-shirts, and a promotional video. Consumers engage with a brand first, then they are drawn into the service and ideals via marketing, and ultimately they are able to connect with the company on a personal level through the touchpoints. Each touchpoint facilitates a gateway between consumer and company, which strengthens brand presences and loyalty.