Target audience is anyone from 20 years old to 50 years old, who either have asthma or have a child/loved one with asthma AND who are interested in running. They may have chronic asthma or exercise-induced asthma; their case may be severe or light. The product is a book, a training guide (calendar), a website, and potentially in-person training sessions (or train the trainer sessions). The goal is for asthmatics to no longer fear exercise - specifically running - as this creates a life-long insecurity about their ability to participate fully in life, and can even exacerbate their asthma, as sedentary individuals gain weight and do not challenge their heart. While this product will have some science behind it, I am not an MD and this is intended to be fun, inspiring, and educational - not heavy and serious!
I like the look and feel of the Twitter site and also this site: http://www.keas.com Although I don't want a mascott, I do like the fun use of colors on those sites, so that is the spirit I want to bring to this logo. Again, this is not medical or highly technical: this is a "how do I get more out of my life by getting past this health barrier?"