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FITNESS FANATICS


Identity System | Social Media |  Brand Strategy | apparel design

Client: Fitness Fanatics 

Fitness Fanatics is a Trans-Tasman personal training service offering combined fitness and strength programs for both novice weight lifters and seasoned veterans. The task was to create an identity system that communicated the brand's ethos while being versatile for use across multiple mediums, including social media channels and merchandise.

The designer developed a bold and dynamic visual identity that effectively represents the brand's focus on strength and movement. The logo features F glyphs with strong shapes to visualize strength, while movement lines within the glyphs and an italic font convey a sense of dynamic action. A modern logotype was created to offer versatility, with both logo and wordmark options included in the design system. The color palette established for the brand - black, white, and green - was carefully chosen to reference key brand attributes: strength, honesty, growth, and movement. This thoughtful selection ensures that every visual element reinforces the brand's core values and mission. The versatility of the design system supports Fitness Fanatics' multi-faceted approach to personal training, from digital programs to physical merchandise.
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