Client: Mel Hunger Fitness, Christchurch
Brief: To create a personal brand for a Christchurch-based personal trainer with a predominantly female clientele.
Mel worked as a personal trainer and group fitness instructor in Christchurch. She was after a logo that was geared toward women, had a fitness feel and potentially incorporated some imagery around fitness equipment.
In the first round of designs we came up with a number of concepts, and in the end this more pared back design direction was chosen. A fluidity between the letters H and F was created to show flow and movement. We created a range of supporting elements that could be used throughout marketing material to reinforce the branding and create an elite, professional feel.
We used Black, white and gold foil along with black & White photographs in the branding elements. A special font was chosen that has a raw, handwritten style – this was to be used in promotional materials and social media posts.
A custom pattern was created, mixing the submark with a custom design element of a kettlebell crossed with an achievement ribbon.