Like many small businesses, Josh’s initial offering was quickly augmented as the business began to learn from and adapt to its audience. What started as one-to-one personal training came to establish itself as a bootcamp – communal workouts, expert led, in rural areas; offering the same commitment to instruction and fitness, whilst adding a social component to make exercise fun again.
This initial brand created by the company in-house was aggressively masculine, had conflicting elements (in the form of a scatter spray outline, where the text and icon are very smooth) and didn’t reach his target audience. The brand strategy we established for the new look said we should be searching for a warm brand presentation which had an essence of strength and reliability. Josh is the founder of the company and expertly trained in all areas of fitness – but has been in the process of transitioning his attention to the running of this (and his other) business. However, we wanted to keep the personal touch and commitment from Josh that formed the business’s personality. For that we created a character for him.
This representation allowed constant personalisation throughout the business and its output. There are over 100 different character poses, expressions, and presentations to combine with the 54 varied logo types created.