WELL IN FITNESS
Brand style guidelines
photo shoot brief
Social media cover image
Well In Fitness is an independent business based in Welwyn Garden City, run by enthusiastic owner and instructor Zoe Tibbs. From originally offering just Zumba, the business has evolved considerably and now has a range of 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.
brand design solution
The fitness and wellbeing industry is thriving. With a DIY logo design inspired by Zumba, Well In Fitness required a total brand refresh to reflect 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 stands out and can promote Well In Fitness with confidence.
With this in mind, we developed a strap line that encompasses her vision – Get Fit, Have Fun, Feel Fab. The goal was to create a friendly, upbeat, fun, energetic, strong image. A vibrant colour palette sets the tone; bright colours create high impact and provide a feminine edge. The one-of-a-kind wordmark logo instantly identifies Well In Fitness. Interlinking typography hints at Zoe's personalised 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. Lively patterns put a signature stamp on communications. Photography was commissioned to get up to date brand imagery and provide authenticity. 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.
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.