Context

René is an established personal trainer with an organically grown, loyal client base. However, his existing brand presence no longer reflected his values or the scope of his offering. The visual identity felt technical, impersonal, and interchangeable. René could no longer identify with his own brand and was no longer consistently reaching his desired target audience.

Goals

Repositioning with a clear personal stance
A more emotional and authentic brand presence
Visual differentiation in a highly competitive fitness market
Improved legibility and reduced complexity
A stronger connection with the target audience through energy and trust

My role

Brand strategy and positioning
Research and discovery
Development of a new brand concept
Color and typography systems
Logo design, Web Design Guidance (Client wanted to do it himself :))

Approach and solution

Based on research and a discovery phase, the brand core was redefined. The previous, strongly corporate identity was completely replaced.

The new visual language conveys energy, progression, and personality. A deliberately chosen color palette of saturated and bold tones creates differentiation without appearing aggressive. The logo is built on clear analogies, an ascending line as a symbol of development and a distinctive “H” that references a barbell. Particular care was given to typographic details and the overall brand expression.

René implemented the website independently and was supported strategically and creatively to ensure a consistent application of the new brand assets.