Black background with white bold text that says 'Strive 365'.
Black and white logo with the word 'STRIVE' and the number '365' in bold font.

strive365 Brand Identity System

Strive365 is a health and wellness initiative centered around improving daily habits through consistent, long-term behavioral change.

I was responsible for designing the full brand identity system, including logo design, color palette, typography, textures, and adaptable logo variations.
The final identity was chosen over external agency proposals and deployed across in-store environments, showcasing a scalable system that balances conceptual thinking with practical application.

my role : lead brand designer

Refrigerator with bottles of drinks and signs that read 'Strive 365' and 'Make every sip count toward a healthier you' inside a store.
Refrigerator with bottles of drinks and signs that read 'Strive 365' and 'Make every sip count toward a healthier you' inside a store.

The Problem & Brief

Strive365 was a new wellness brand we were building, and the goal was to create a stronger internal identity than the agency concepts we had been seeing. It needed to work across a lot of different touchpoints, but more importantly, it had to feel motivating and relatable.

The main focus was encouraging military personnel on base to make healthier choices when visiting NEX marts.

So the challenge was really about creating a brand that could make everyday decisions around health feel more simple, positive, and consistent.

The core idea behind Strive365 came from the concept of consistency — that better health isn’t about one big decision, but the small choices you make every day.

The “365” became the foundation of the identity, representing that idea of daily accountability and ongoing progress throughout the year.

From there, I focused on framing wellness as something approachable and incremental rather than overwhelming. Instead of pushing a strict or clinical health message, the goal was to make it feel achievable — like small decisions adding up over time.

Three people, two women and a man, are cooking together in a kitchen. They are smiling and wearing aprons.
Three people, two women and a man, are cooking together in a kitchen. They are smiling and wearing aprons.
Three people, two women and one man, smiling and cooking together in a kitchen. They are wearing aprons and appear happy.
Three people, two women and one man, smiling and cooking together in a kitchen. They are wearing aprons and appear happy.

Concept & strategy

A person in U.S. Navy camouflage uniform with name tag 'DIAZ' is sitting at a white table, placing a slice of apple into a clear plastic cup filled with grapes and apple slices. There is a bottle of water and a plastic container with a white lid nearby.
A person in U.S. Navy camouflage uniform with name tag 'DIAZ' is sitting at a white table, placing a slice of apple into a clear plastic cup filled with grapes and apple slices. There is a bottle of water and a plastic container with a white lid nearby.
A person in a U.S. Navy camouflage uniform sitting at a table, placing fruit slices into a clear plastic cup, with a bottle of water nearby.
A person in a U.S. Navy camouflage uniform sitting at a table, placing fruit slices into a clear plastic cup, with a bottle of water nearby.

logo design

The logo was built around the idea of consistency and flow, with “365” acting as the core visual element.

I wanted it to feel continuous, almost like a loop, to reflect the idea of making better choices every day rather than treating health as a
one-time goal.

Close-up of a graffiti art piece with bold orange and red shapes against a light green background.
Black background with white text saying 'Strive 365' with the numbers 365 overlapping on the right.
The logo for 'Strive 365' with the word 'STRIVE' above the number '365' in bold white letters on a black background.
A comic-style graphic with a gray background on the left and a red, orange, and yellow fiery explosion or burst on the right.
Close-up of a digital sign with the message 'Make Every Bite Count Toward a Healthier You,' in a warehouse-like setting with a metallic ceiling.

Color system

The Strive365 color palette balances
health-driven calm with energetic action, reflecting the brand’s focus on consistent daily decision-making.

The combination creates a clear visual contrast between stability and momentum, reinforcing the brand’s core idea of small, intentional choices that build toward long-term wellness.

Garden Mint — #b8ceb2


Primary brand color representing health, balance, and sustainable progress. Used as a grounding visual foundation across applications.

A couple holding hands and walking on a pier over the water, with the woman smiling and looking back at the camera.
A close-up of a green potted plant with textured, serrated leaves in a terracotta pot near a window.
A white cup filled with lemon tea placed on a white saucer with lemon slices and fresh mint leaves, all on a light gray surface with a light green napkin and additional lemon slices and mint leaves around.

Morning Citrus — #fe5000


Secondary accent color representing energy, motivation, and action. Used to draw attention and emphasize moments of decision or engagement.

A man in a yellow shirt and gray shorts in a sprinting starting position on an outdoor red running track with white lane lines and green grass in the background.
Person slicing yellow, orange, and red bell peppers on a striped wooden cutting board.
Pile of fresh oranges with bright orange skin.

typography

Typography played an important role in establishing the voice of the Strive365 brand. I selected Knockout as the foundation of the identity because of its strong, condensed structure and high level of legibility. The typeface has an energetic and confident personality that aligns well with the brand's focus on motivation, progress, and personal accountability, while still feeling approachable and modern.

Colorful graphic with large text that reads 'STRIVE 365' with arrows pointing to the bottom numbers '365'. The numbers are in orange with black circles inside.
Multiple pink elliptical rings overlapping each other on a black background.

The "365" was designed to resemble a running track, tying the logo back to themes of movement, progress, and healthy habits. Its continuous form reinforces the idea that wellness is an ongoing journey built through daily choices and consistent effort.

Pink and white horizontal stripes in varying thicknesses.
Close-up of bold orange text on a light green background.

For the primary logo, the wordmark utilizes Knockout to create a bold and recognizable presence. The "365" portion began as the same typeface before being customized in Adobe Illustrator to create a more continuous and connected form.

Another key design element was the incorporation of our company's signature 26-degree slash. Small sections were removed from the "S" and "E" in Strive, and all diagonal cuts throughout the logo were constructed using the same 26-degree angle found across the broader corporate identity. This subtle detail helps connect Strive365 back to its parent brand while allowing it to maintain its own personality and purpose.

A person in a camouflage military uniform with the name tag 'DIAZ' and 'US NAVY' patch is sitting at a table, placing a slice of apple into a cup of mixed fruit containing grapes, peaches, and apples. There is a bottle of water on the table.
A person in a camouflage military uniform with the name tag 'DIAZ' and 'US NAVY' patch is sitting at a table, placing a slice of apple into a cup of mixed fruit containing grapes, peaches, and apples. There is a bottle of water on the table.