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Why Freestyle?

Freestyle is defined as a routine featuring relatively free, unrestricted movement. It is a performance intended to demonstrate an individual’s special skills or style.

This word is a solid representation of the culture here at Freestyle Creative. Having been an intern for about a month so far, I’ve gotten to know each individual team member well. I’ve told them they would make a great TV sitcom with the humorous combination of their different, yet compatible personalities. Every team member holds a position that best enables them to thrive and apply his or her own style and skills.

Why Creative?

Creativity is defined as the ability to transcend traditional ideas, rules, patterns or relationships. It is creating meaningful new ideas, forms, methods and interpretations. Creativity is originality, progressiveness and imagination.

“Creative” is often considered a designated department of the marketing, advertising and communication fields. The art directors and graphic designers, for example, fall under this category. At Freestyle Creative, I feel that every person is creative in his or her own way. Kiley Mathews is our extremely talented art director, but she is not by any means our only “creative.” I love that creativity is an aspect threaded within every piece of work that the Freestyle team touches.

Why blue?

The color blue, in a variety of hues, is the color that embodies Freestyle Creative.

Mother nature uses blue to color both the sky and the sea. It is often associated with depth and stability. To cover such a large percentage of the earth it must be pretty significant, right?

Blue signifies strength and dependability. It also symbolizes loyalty, wisdom, confidence and intelligence.

Blue is considered beneficial to the mind and body, representing peace, serenity, cleanliness and understanding.

So, blue can definitely mean a lot of things. The goal of the Freestyle Blue is to embody these positive characteristics, both internally and externally. Loyalty, for example, is a value held deeply within our company, as well a value we extend to our clients.

Let’s be honest—blue is everyone’s favorite color.

Why the slanted “L”?

The letter “L” stands out in our logo because of its slanted stature in contrast to the other upright letters in the word “Freestyle.” The slanted letter not only serves to attract attention, but it symbolizes our innovation and forward-thinking mentality.

The slanted “L” is also carried beyond the company name logo to our simpler graphic logo, which features the Freestyle Blue with a diagonal white stripe.

This simple graphic logo combines key elements of the Freestyle branding in a way that creates a unique and clean visual image that speaks volumes.

heart_values

Why H.E.A.R.T.?

By definition, the heart is the locus of the physical and spiritual being. It is a necessary organ that maintains and sustains our lives. Beyond its physiological function, it has traditionally represented love and affection.

H.E.A.R.T., as an acronym, exemplifies the values held deeply within Freestyle and our company culture. It stands for hustle, evolve, autonomy, respect and team.

Hustle—because we don’t jog, but sprint toward our goals. Our ability to hustle is driven by determination, excitement and motivation.

Evolve—because we’re constantly innovating and raising the bar. In just the past year, our team has doubled in size. This is a trend that will only continue upward. We will never remain stagnant.

Autonomy—because we empower our team to be leaders. We are a team of strong individuals with the ability to lead in given situations.

Respect—because we show kindness and empathy to our clients. These qualities enable us to communicate efficiently and build lasting relations with our clients. Aretha Franklin would be proud!

Team—because our team is our top priority in everything we do. If you don’t love the people you work with, is it really worth it? We are lucky enough to work with people who are constantly motivating and uplifting one another. There is no “I” in “team,” or in “Freestyle.”

These five terms come together to form our company’s core values and guide our interactions with clients and within our team.

Heart—It’s what we’re made of.

In conclusion…

Dissecting the elements of Freestyle Creative was a process that came naturally for me. I always like to find the deeper meanings in things, and it’s especially neat when those deeper meanings serve a purpose beyond aesthetics.

The combination of the various visual and verbal elements of Freestyle Creative represents the brand as a whole, down to its foundation and core values. These elements are undeniably intentional as they match up to their deeper meanings.

It’s clear that a lot of thought has gone into the creation and evolution of the Freestyle Creative brand.

I’m overjoyed to be a part of a team that embodies the image and values of their company.

*Sources: www.dictionary.com, www.colormatters.com, http://www.umich.edu/~umfandsf/symbolismproject/symbolism.html/H/heart.html