BRAND IDENTITY + WEBSITE DESIGN
As a performance and development coach, Helen Fitness's consulting style is ideal for two distinct groups: corporate businesses and professional individuals. Appealing to both audiences needed to be done delicately – there’s a risk of alienating either audience by appearing too rigid and corporate, or too creative and personality-driven.
The new visual identity injects personality, creativity and confidence into the brand while maintaining a high level of professionalism. The logo consists of two elements – the copy is solid, stable and confident, which is paired with a playful ‘hf’ motif that tilts lightheartedly, crossing over the text for informality. The contrasting elements illustrates the exact balance between corporate businesses and individuals – personality and order. Working together, this identity appears clear-cut, confident, contemporary, creative, approachable.