(001) — Brand Foundation
Claridad
Vigoo App brings financial-grade clarity to running an independent gym: dues collected, invoices issued, the month closed, all visible and correct. It borrows a fintech's trust language and an operator's warmth. It looks like a tool you trust with money.
01 Brand personality
Clear
Nothing hidden, nothing hedged. The opposite of a black-box price and a spreadsheet you do not trust.
Exact
The numbers are right. The register of reconciliation, not estimation.
Calm
Control feels like quiet, not adrenaline. Relief is the target emotion.
Local
Reads Colombian and current, not imported. nubank's accessibility, not Mindbody's distance.
02 Target audience alignment
Built for the beachhead at his sharpest pain: the recurring competitor-review complaint that dues get managed outside the app and invoicing is impossible. It makes the activation moment, first dues collected and first DIAN invoice issued, the brand's core promise.
(002) — Verbal Identity
How it speaks.
01 Voice specimens
Homepage headline
Your gym's money, finally clear.
Service description
Collect dues, issue the invoice, close the month, in one place, built for how Colombia actually pays.
Email call to action
See your numbers the way they should look. One screen, no spreadsheet.
02 Lexicon
Use: clarity, the numbers, dues, invoice, reconciled, month-end, visibility, correct, local
Avoid: unleash, transform, enterprise-grade, world-class, seamless, revolutionary
(003) — Visual Core
Logo, typography & color.
01 Logo design
A wordmark with a financial mark: a reconciled line rising into a checkmark inside a thin square, read as a ledger cell cleared, in signal green. Fraunces gives the wordmark editorial-financial authority, the high-contrast serif against the category's uniform sans grotesques. The mark is favicon-safe at 16px.
02 Typography
Vigoo
Collect dues on Bre-B, issue the DIAN invoice, and close the month from one screen. Built for how Colombia actually pays, by operators who close the month the same way you do.
03 Color palette
Heading on dark
Vigoo
Heading on light
Vigoo
CTA button
Ver mis números
(004) — Visual Extended
Photography, icons, motion.
01 Photography direction
Hero. Operator back-office workspace.
Service. Reception operations counter.
Product. Management console on desk.
About. The training floor at quiet hour.pending credits
Four of five subjects generated via Pixa (Imagen 4 Ultra and Imagen 4); each is something a real operator would see, all faceless per the registry. The texture divider awaits a credit top-up. Image URLs are signed and time-limited; re-host before publish.
02 Iconography
Ledger
Invoice
Trend
Cleared
Console
Cycle
Thin line work, 1.5px, rounded joins on financial glyphs (check, ledger, trend), square elsewhere. Mixed shape language, matching the mark. Never filled.
03 Motion identity
Choreographed restraint. Numbers count up on scroll-into-view (quartic, 1.4s); rows reveal at 80ms stagger. Motion behaves like a ledger settling, not an app bouncing.
(005) — Layout System
Grid, spacing, structure.
01 Grid system
Max width
1360px
Columns
12
Gutter
24px
Margin
64px
02 Spacing & radii
Base unit
8px
Button radius
4px
Card radius
6px
Section pad
140px
(006) — Applications
The brand in use.
01 Business card
El dinero
de tu gimnasio
Diego Valderrama
Founder
diego@vigooapp.com
+57 300 555 0142
Front
Back
02 Social media
Instagram post
Instagram story
Cumplimiento local
La plataforma que maneja el dinero colombiano como debe ser.
LinkedIn post
Diego Valderrama
Founder, Vigoo App
diego@vigooapp.com
+57 300 555 0142
Email signature
(007) — Governance
Rules of use.
01 Brand do's and don'ts
Do
- Pair Fraunces display with IBM Plex Sans body
- Reserve signal green for positive figures, the mark, and CTAs
- Ghost all UI in photography
- Hold the count-up motion to scroll-into-view
- Keep the ledger-cell mark square
Don't
- Use signal green for body text
- Render legible UI in photography
- Present-tense unbuilt Bre-B or DIAN as shipped
- Round the ledger-cell mark
- Add a third typeface
02 7-Dimension matrix
03 Strategic rationale
Why this direction compounds
Recommended. It plants the brand in the one lane the whole competitive set leaves open, local money handled correctly, and does it visually so the positioning compounds on every surface. It resolves the buyer's most evidence-backed pain and stages the activation moment as the brand promise. It reads local and credible rather than expensive. Its one condition: because the thesis leans on the payments-and-invoicing layer, the discipline against present-tensing unbuilt features is load-bearing here.