SEMLI - Sport, Exercise Medicine and Lifestyle Institute 

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SEMLI is the Sport, Exercise Medicine and Lifestyle Institute at the University of Pretoria. The university itself is a well-developed brand, but SEMLI has never had its own creative strategy or branding. SEMLI wanted to inspire all people to be their best and show that while they take what they do seriously, they aren’t stuffy and inaccessible. Our strategy suggested that from branding and roll-out, everything needed to be positive, easy-going, factual, helpful, and human.

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LOGO, DESCRIPTOR & PAY-OFF LINE

Both the pay-off line and the broken S of the logo, reflects the fact that SEMLI enables you to break free of whatever is holding you back. Since the logo is often co-branded with the university logo, we combined a wordmark and icon to create something ownable, but simple.

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GRAPHIC LANGUAGE

We created a series of graphic elements to use on all marketing materials to add vibrancy.

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SOCIAL MEDIA

We created a social media design and tone toolkit and a series of starter posts that we handed over to their team. This brought the creative strategy, tone guidelines and design elements to life. 

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Client: SEMLI
Creative Strategy, Copywriting: Kayli Vee Levitan
Graphic Design, Art Direction: Naomi Bossert

Brand Strategy: Michelle Dobson