GLOFIT - Fitness & Fitness Brand Indetity

Transforming a generic fitness brand into a premium wellness destination that balances strength with mindfulness.

GloFit's original identity felt dated and lost in an oversaturated fitness market. The existing visual language lacked sophistication and failed to communicate the studio's holistic approach to wellness, limiting its potential to stand out as a premium wellness destination.

The solution required a complete visual overhaul that would position GloFit as Toronto's premier wellness studio. Through strategic brand positioning, refined visual identity, and thoughtful application across all touchpoints, I created a cohesive system that authentically represents the balance between physical fitness and mental well-being.

The new identity centers around a geometric kettlebell mark that symbolizes this duality, the sharp base representing physical strength, while the angular top embodies the "glow" of inner achievement.