Technical Fitness Rebranding Project
Tammy Wilds
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Posted May 3, 2025
Rebranding for Technical Fitness to reflect reliability, innovation, and professionalism in gym equipment maintenance.
Technical Fitness, specialising in gym equipment maintenance, required a rebranding to modernise its image and reinforce its identity as a reliable and innovative brand. The challenge was to create a visual identity that communicated professionalism, efficiency, and approachability.
Strategic Approach
To ensure the rebranding accurately reflected the brand’s essence, the following steps were taken:
Market Research: Analysis of competitors and visual trends within the fitness industry.
Identity Definition: Aligning the brand's values with its new visual expression.
Creation of a Cohesive Graphic System: Ensuring consistent and immediate brand recognition.
Elements of the New Visual Identity
Logo
The new logo was designed to represent strength and precision, combining geometric shapes with fluid lines to convey solidity and trustworthiness.
Monogram
Crafted from the fusion of the initials ‘T’ and ‘F,’ the monogram evokes the robustness and durability of gym equipment, reinforcing the connection to the fitness sector.
Brand Applications
The new design was implemented across multiple channels to ensure visual consistency:
Institutional materials (business cards, presentations, and uniforms).
Website and social media, aligned with the new aesthetic.
Visual communication in gyms and industry events
