Build a powerful brand identity foundation and extendable website that reflects the new business’ vision.

We devised a simple logo and supplied brand guidelines for reference when used across various mediums.

A new reputation is being established, depicting the journey the target customer will take as a client of Ralph Fitness.

The fitness journey. Ralph Fitness always tailors their workouts to their client’s goals.

Understanding The Business And It’s Vision

The client was looking for help in developing a clear and fresh identity for the Ralph Fitness brand. The focus was on communicating to the customer the fitness journey they would take as a client. Honesty and long-term thinking was key; if a client wanted to achieve their fitness goals there couldn’t be any excuses.

Ralph Fitness had a reputation for pushing their clients that extra step further, this was a key characteristic that we felt could be utilised in the brand identity.

A Limited Budget Meant Focusing On The Fundamentals

We determined the visual identity would require a overhauling order to reflect the business vision accurately. There were budgetary constraints affecting the amount of work we could produce for the client. As a result we focused on the fundamentals; what needed to be prioritised at this stage and what could afford to be postponed until a later date.

We concluded the client needed a simple brand identity suitable for both digital and print mediums, as well as a streamlined website.

A Business With A Diverse Client Base

Ralph Fitness’ clients were people of all ages with vastly different fitness goals, abilities and experience. This was another aspect that defined the business vision; provide regimes tailored to the client’s fitness goals with a personal trainer focused on the ‘personal’.

This wide client base meant the branding needed to communicate to anyone who was looking for a fitness instructor and avoid favouring a particular demographic.

‘Start Your Journey’; The Core Of The Brand

For Ralph Fitness it was all about the client reaching their goal. Yet our client didn't want to lose the importance of the journey, stressing the journey is as important as the destination. This vision was translated into a ‘mountain peak’ logo design which could also be interpreted as a road symbolising the journey every client will take, vanishing into the distance, seemingly ongoing.

Simplicity; the logo symbol structure is simple enough to be replicated at almost any size.

The logo concepts were presented to the client who immediately approved the design and its underlying message. Following their written approval, we were able to move on to the next phase of the project.

The website would be simple, providing potential clients with only the necessary information; Who, What, and Where.

Bringing The Pieces Together

The logo was designed to be easily integrated into various scenarios. Due to the budgetary constraints, priorities were placed on the design and development of social media graphics and marketing material for upcoming campaigns. These campaigns would be directed at people who had the desire to improve their fitness but didn’t know where to start. The various slogans utilised in the marketing material focused on the honesty and journey concept from the business vision.

A powerful colour palette. The dark imagery allowed the primary colours of the brand to strike home.

Delivering What We Promised

With the marketing material approved by the client, it was delivered along with guidelines on how to use the assets. The website was launched featuring the core information that a potential client would want to know about Ralph Fitness.

Update: As Ralph Fitness has grown in popularity, the client has requested further marketing material. We regularly supply the client with new marketing graphics.