Branding · Identity
Fit13
An identity built from one construction rule, carried consistently across every format that followed.
- Client
- Fit13
- Project type
- Branding · Identity
- My role
- Logotype design, identity system, collateral and logo animation
- Scope
- Mark and construction, Identity system, Social collateral, Logo animation
Context
A fitness brand needed energy without falling into the category’s visual clichés — gradients, italics, dynamic slants.
Material would be produced often and fast, mostly for social, so the system had to be easy to repeat by people outside the original project.
Decision
Instead of designing an effect, I designed a rule: a construction for the mark from which everything else follows. The energy comes from rhythm and contrast, not from ornament.
“Energy from construction, not from effects.”
Animation
Outcome
A mark built from one construction rule gave the brand energy without reaching for the gradients and slants the rest of the fitness category relies on — and the identity still reads instantly on social. The animated version carries the same rule into motion without adding new elements.
The system is simple enough that Fit13’s team now produces social material on its own, without me involved in every single post.
Got something similar?
In a 30-minute call we’ll work out whether I’m right for the project. Afterwards you’ll know what scope makes sense and what should happen next.