Task
Build a stronger and more recognisable brand platform for The Fitness Movement, beginning with a new identity and expanding into a long-term creative partnership focused on growth, engagement and sign-up performance.
Approach
Design a new logo and animated version to strengthen the brand’s digital presence, then build on that foundation through a series of multi-channel campaigns spanning social advertising, digital content and point of sale materials. Create comprehensive brand guidelines covering logo usage, typography, colour, tone of voice and visual hierarchy to ensure consistency across every touchpoint, while also providing copywriting support to sharpen messaging and align communications more closely with audience expectations. Shape campaign work around clear marketing objectives, from conversion-led sign-up funnels through to broader brand-building activity designed to improve recognition and support customer acquisition over time.
Result
Deliver long-term gains across brand recognition, engagement and conversion, helping transform The Fitness Movement into a more cohesive and commercially effective brand. The refreshed identity and more consistent visual system contributed to a 67% increase in brand recall, while targeted campaign activity drove a 42% uplift in sign-ups and a 58% increase in social engagement. Redesigned point of sale materials also supported a 36% increase in walk-in enquiries, while the introduction of clearer brand guidelines improved consistency and cohesion across the wider marketing output. The partnership created a stronger platform for growth and a clearer, more confident brand in market.
Client
The Fitness Movement
Category
Branding and Campaigns
Role
Creative & Art Director, Design Lead
Year
2019
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