The Fit Club is a gym based in Redditch with big ambitions to scale into a multi-location fitness brand. With a strong local presence and a loyal community, they were ready to grow. They brought me in for a two-week brand sprint to refresh and systemize their identity for long-term expansion.
A brand audit revealed major inconsistencies. The existing brand had evolved over time, with an outdated wordmark and fragmented visuals that lacked cohesion. Marketing materials felt disjointed, and there was little brand recognition across touchpoints. To franchise successfully, The Fit Club needed a unified, professional identity that could work across multiple locations and platforms.
Over two weeks, I created a comprehensive brand system while retaining their existing name and core color for continuity. I designed a scalable logo system, defined a flexible visual language, introduced a refined color palette and type system, and crafted a new tone of voice. Everything was documented in a practical brand guidelines document, built for real-world use across signage, social, and physical environments.
The new brand gave the team clarity and confidence. It introduced visual consistency across all channels and positioned them as a more serious, franchise-ready business. According to the client, the rebrand sparked a new direction for The Fit Club and put them on a strong path toward growth and scalability.
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