PROJECT / WELL IN FITNESS
Brand style guidelines
photo shoot brief
Social media cover image
Well In Fitness is an established fitness business based in Welwyn Garden City, run by enthusiastic owner and instructor Zoe Tibbs. From offering just Zumba when started up in 2012, the business has grown considerably and now has a range of weekly classes, as well as bootcamps and personal training. Zoe’s mission is making fitness fun – she focuses on the wellbeing value of exercise above weight loss. Her USP is her personalised approach: Well In Fitness is not a regimented, one size fits all, work out system. Exercises within classes are tailored to cater for individual needs, so her (mainly female) clients range from teens to seniors.
With a DIY logo design inspired by Zumba, Well In Fitness required a total brand refresh to represent its evolved status. Owner Zoe has a vibrant, positive personality and an infectious energy level. That personality needed to shine brightly through her visuals to represent her, as well as her aspirations, so that she can start marketing Well In Fitness with confidence.
The fitness and wellbeing industry is thriving. Research confirmed that Zoe’s unique qualities must be shown through her new identity to ensure that she stands out. Working together, we developed a strap line that encompasses her vision – Get Fit, Have Fun, Feel Fab. With this in mind, the goal was to create a friendly, upbeat, fun, energetic, strong image. A mood board and vibrant colour palette set the tone: bright colours create high impact and provide a feminine edge.
The one-of-a-kind wordmark logo solution instantly identifies Well In Fitness. Interlinking typography hints at Zoe's personalised fitness approach, while 'well’ is the dominant word to emphasise her focus on wellbeing. A combination of customised handwritten style typography, the hint of a smile and hearts express a vibe that’s fun, welcoming and sociable. A secondary logo and sub marks give additional branding scope. Lively patterns complete the design elements created for this bespoke brand identity – they put a signature stamp on communications.
I recommended commissioning a photographer to get up to date brand imagery and provide authenticity. To ensure successful results, a mood board and brief was constructed to assist with the shoot. The photography, by Lisa Shafe, is showcased on the Facebook profile cover image.
Finally, collateral items were designed, as well as style guidelines. To encourage clients to keep it, the business card doubles up as a loyalty card – the more a new brand identity is seen, the quicker it will become recognisable. The next step is to roll the new identity out across the website.
Well In Fitness now has a distinctive identity that truly represents owner Zoe's personality and is tailored perfectly to its ideal audience. Custom design strengthens credibility and increases brand recognition; this is a unique business that stands out for all the right reasons. The branded Facebook business page, used for marketing, has firmly established the new visual identity. Well in Fitness is now in a strong position to offer new services, as evident by the most recent launch – new weekly BoxHiitFit classes.