Ladies Fitness & Wellness (LFW) found themselves in a position where their public facing image wasn’t what it should be. They had operated for numerous years without a professional designer on hand to help steer the brand in the direction it needed to.
Having once been a leading force in the women’s fitness industry in the country, with over 40 franchises nationwide, LFW found themselves in rebuild mode after the recession hit.
They approached me for help as the new business model for LFW was ready to go, but they didn’t want to launch with the same dated, and thrown together, appearance they had previously. They needed new, they needed exciting, and they needed cohesion.
In order to really help LFW I had to start almost from scratch. This meant a massive overhaul of the brand identity with a new website design and marketing materials to go with it. By being responsible for the entire re-brand of LFW meant that the final product was something that was cohesive and flowed perfectly together.
By the time I was approached by LFW their current brand identity was near non existent. There was the original logo that had been designed some years before and still being used, but other than that everything else was just thrown together by anyone and everyone.
As the logo was already on a lot of signage and gym equipment it wasn’t feasible to change this due to costs. I instead chose to create a simplified version of it that could be used. The identity as a whole needed to be fresh, modern and exciting.
I created a new colour scheme based around a bright magenta, coupled with some supporting colours, and combined this with large, dominating type. This achieved the desired look and feel that represented the energy that was now being put back into LFW.
Having completed the redesign of both the brand identity and website for LFW I sat down with them to discuss how to get the new brand out there. LFW had had success in the past using traditional marketing methods such as flyers and newspaper ads and they were keen to try this again.
I helped them devise a series of campaigns for different times of the year, and then designed materials for them. This way LFW always had a campaign they could run any time of year, and have matching, cohesive materials for each one.
