Fitness Coaching Brand Identity

Visual Design
client
Phoenix Training Systems
Project type
Visual Design
PROGRAMMES USED
Adobe Illustrator Adobe Photoshop Adobe InDesign Adobe After Effects

Project description

Phoenix Training Systems is a Slovenian personal coaching company that specialises in strength based training such as Powerlifting and Weightlifting. On top of online and 1 on 1 coaching their goal is also to provide well researched scientific advice in the area of strength training through social media and blogs. For this project I was involved from the very beginning and was asked to create a Logo and a full branding of the Phoenix Training Systems brand which should include a symbolization of a phoenix, some influence of fire and convey knowledge and professionalism.

Bringing elegance into the gym

Upon my suggestion the client agreed to move slightly away from the traditional bold and sharp look of graphics related to the fitness industry and take a more sophisticated approach that would represent more then just another fitness brand but also incorporate the science and research based approach to training that they promote. The logo is a minimalistic representation of a Phoenix. The symbol is broken down in to simple geometric shapes using the same width for all the lines and a half of that width for the spaces in between the lines. The logo is designed to enable many variations of use from a full name of the company to only the icon without any text.

Adding fire through colour

The client requested colours that resemble fire to fit their identity. To compliment the red and orange and to add a darker colour I decided for a dark blue that helps the orange tones stand out more then the traditional black colour. I also incorporated a gradient into the identity as I thought it adds the dynamics of fire.

Premium service, Premium Typography

The Typography is a more elegant serif font emphasising the quality of the service provided by PTS. As secondary typography I added a sans serif font that can be used for larger amounts of text and has a good contrast with the serif typeface seen in the logo itself. 

Expanding the idea into reality

The client wanted a set of shirt designs to be able to print their own merchandise and sell it. For this the only instructions I was given was to experiment with different visuals and to not shy away from more flashy and detailed designs. The client also wanted the phoenix motive to be somehow included in each of the concepts be it visually or just conceptually.
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Expanding the idea into reality

The client wanted a set of shirt designs to be able to print their own merchandise and sell it. For this the only instructions I was given was to experiment with different visuals and to not shy away from more flashy and detailed designs. The client also wanted the phoenix motive to be somehow included in each of the concepts be it visually or just conceptually.
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Designing a character as the face of the brand

For their Instagram posts my clients wanted a custom character that could be Illustrated in any position they needed for a specific topic they were posting about. I designed and Illustrated a Character that fits their brand and tried to leave the emphasis on the body and the anatomy which is what they are focusing in their posts.
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