We started with research into the online fitness market, which was growing rapidly even before lockdown (and yes, it did get quite sweaty as we immersed ourselves in competitor brands). Erin also put us through our paces at the gym, giving us a taste of her unique no-nonsense mindset and infectious energy.   

On top of that, we spoke to her existing clients to deepen our understanding of her approach, and the connection she makes with others.

All this, along with exploration sessions with Erin, gave us the insight we needed to help her refine her brand proposition and set out the core principles and characteristics of her brand. From this, we developed a brand identity to reflect the energy, honesty and sense of empowerment at the heart of her brand.

We created a bespoke stroke-based font which is bold, strong and lively. We used this for the logo itself, and also as the primary brand font for messaging that packs a punch.

We felt it was important for Erin’s personality to be reflected through the brand language, so we took phrases and expressions she uses during work-out sessions, to bring her character to life. The idea was to create a snap-shot of the brand experience, both visually and linguistically.

We also created a new website for the business, which included the bilingual online platform for the fitness programme. This involved scoping and planning the proposition itself, as well as the design of the site and graphics for her series of videos. During lockdown Erin’s live Zoom classes and bootcamps really took off so we adapted the website to include these too. The result? A proposition that truly gets the pulse racing.