Madden Fitness
How I created and developed a personal trainer’s new look in less than a month
Project Overview
The logo redesign project for Luxembourg-based personal fitness brand Madden Fitness involved crafting a dynamic emblem that embodies strength, energy, and professionalism for a world in the depths of Covid-19 restrictions.
Understanding
As this was a new side business, the client wanted a brand identity to reflect their ideal target audience. Busy work couples using exercise to unwind in a relaxing and holistic atmosphere. A personalised, one-to-one experience that’s a world away from the extreme, intimidating atmosphere of a crossfit gym or the workout gurus of TikTok.
Research
I built personas based on the client’s analysis of their interested audience. I found examples of competitors and their common components listed here that comprised the basic scope of the project:
- A clear, simple value proposal
- Bright, clean photography
- Personal, unique portraiture from a photographer
- Strong typography
Design
Using the personas, we built a series of adjectives to accurately guide the design process. Personal. Active. Success. Over a weekly Zoom check-in, we worked together to research and develop concepts like power and progress, and integrating iconic fitness elements like heartbeat monitors and dumbells.
Feedback
Bold typography conveys confidence, while vibrant colours evoke vitality. The final logo communicates the trainer’s expertise and metrics-based approach, serving as a memorable symbol on business cards, apparel, and digital platforms to attract and inspire clients on their fitness journey.
Next Steps
While the initial ask was for just a logo, I made it clear to the client that a full brand experience would help them understand the full power of their new business and help answer questions they might have in future about direction and purpose. Once the project had finished, they agreed that it have a much more complete picture of their concept, and thanked me for the time we took to built it.
