Project Overview
PureFit Studio is a fictional fitness brand dedicated to helping men and women achieve their fitness goals through personalized training. Personalized training programs include one-on-one workouts guided by a certified personal trainer, small group training of 3-5 people, and virtual training sessions conducted over Zoom. They are committed to creating a supportive community for everybody regardless of your fitness level. Every exercise includes modifications so everyone can participate and get a great workout.
Project Scope:
Brand Strategy
Client Goals
Audience
Our client persona focused on 45 year olds Mitch and Natalie. They are a couple looking both desiring to visit the gym but enroll in programs they can do together. Sometimes they have busy weeks with both of them working full-time, so they like the appeal of virtual sessions.
Messaging
PureFit Studio recognizes your health is unique to you. That’s why they look at people on an individual level to help reach fitness goals. We wanted their visual identity to show their people-focused approach and desire to help everyone.
Personality
The core values of PureFit are friendly, inclusive, and optimistic. We can see these qualities in the round typeface of the logo design.
Creative Direction
We choose a design style focusing on an icon logo, bold colors, serif type (which was later changed to sans-serif), linear illustrations, and bright imagery.
PureFit’s Old Logo vs Rebrand
Visual Identity
The Logo Design
The logo features a lettermark combining “P” and “F” for PureFit. By using italics, the viewer feels the dynamic energy of the studio. The design is memorable, simple, and timeless.
The Brand Voice
PureFit’s clients are searching for a gym that fits their individual needs. Blu Rose focused their brand voice on sounding genuinely caring and welcoming. Their customers view the studio as a friendly, supportive community that will help them to stay motivated to reach their fitness goals.
Brand Board
Digital Applications
With PureFit’s goal of increasing membership sign-ups and increasing traffic to their website, it was important we highlight these key features in the website design. The website we created is easy to use for young and old and focuses on driving the activity sign ups they were looking for. The customer experiences a friendly welcome, quiz to a customized workout plan, and highlights the fitness programs.
