Ever had a client say, “this color stays”?

That was the challenge with Ultimate Gainz, a women’s fitness wear brand from Malta.

The client wanted to keep Iron Slate Grey as the main color, while making sure the brand didn’t look like the typical women’s fitness brand. No matcha-in-hand aesthetic, no pretty gym-girl visuals, no overly polished feminine look.

That’s where crimson red came in.

I used it as the accent color to represent hard work, intensity, strength, and the energy behind showing up and putting in the work.

The result became a bold visual identity built around contrast, with the color system, typography, visual direction, and brand guidelines all working from the same idea.

If you’re building a brand with a very specific point of view, my inbox is open for brand identity projects. Tell me more about your brand, I’d love to hear what you’re working on.