logo | visual identity | brand messaging
FitGirl
mind | booty | soul
the gist
Marissa Carr is a fitness coach who connects with women that want to change a bit of the world, but start first with themselves.
My objective was to create a cohesive visual identity that would seamlessly work across Fit Girl’s social media pages and fitness app, while simultaneously attracting their ideal audience and reflecting Marissa’s personality and values.
scope of work
Brand Strategy and Positioning
Visual Brand Identity
Logo
Marketing Collateral
the fit girl
Since Marissa is the face of the Fit Girl brand, we wanted to be sure to infuse the business with her personality. That would need to be shown in the visual identity, the messaging, and the target audience. We decided to narrow it down to an ideal Fit Girl who exhumed the following qualities: Confident, Playful, Feminine, and Empowered.
client targeting
Now that we understood how Marissa wanted to be perceived by her audience, we needed to identify who that was. This brought us to create a client persona: Summer.
Summer is a young woman in her twenties that wants to create big change in the world, but feels that she is the first step toward that goal. She realizes that fitness is one of the ways she can begin her transformation to become the woman she aspires to be. Her friends describe her as fun, outgoing, relaxed, friendly, calm.
Going forward, everything that we would create and design would obviously include Marissa’s personality, but will be swayed by what SUMMER would be attracted to, and willing to engage with.
fitgirl inspiration
Now that we knew how we wanted FitGirl to be portrayed, and what our ideal audience is looking for, we started building the general brand aesthetic. This included EMPOWERED images from feminist marches, and showcasing women working in the gym. PLAYFUL things: such as tulle and lavender bobby pins, ice cream and m&m’s were next up on the ballot. And of course, CONFIDENT and FEMININE women laughing, along with other images and quotes that expressed our brand keywords.
building the logo
FitGirl’s logo was going to be one of the most identifiable elements of her brand identity. We wanted to make sure that it reflected our brand keywords… but also added a little something more.
We began to brainstorm the duality of women at the gym. What happens when you begin to work out? Your body become STRONG, you become more STURDY, your body more BALANCED.
And yet as women, we cherish FEMININITY, we realize each workout needs to be PERSONAL to fit our body type, and that each person has a UNIQUE perception of an ideal body type.
We decided to take these qualities… and insert them into our logo with a dual font system.
lifting up the brand (and the booty)
Just as she coaches her clients to take control of their bodies, by being unabashedly and uniquely themselves, Marissa’s bright and motivating personality shines through the FitGirl Brand. Her visual identity, logo, and My PT Hub profile reflect the confident, playful, feminine, and empowered woman she is, while simultaneously resonates with her audience, inspiring them to be their strongest, most unique selves.
“Arletta is a like a brand magician!
She has NAILED my vision and helped bring my business dreams to life. I’m so grateful I’ve had the opportunity to work with her over the past few months and my brand has come SO far with her strategic mindset and unwavering support and belief in my vision. She has the ability to get in alignment with me very quickly and asks the right questions to understand what we need to create. She helped to keep me on track and she executed very quickly throughout the process.
The branding aesthetic itself is beautiful, and I’m totally loving what we’ve created. But what I appreciate the most is the way Arletta asked questions and guided me to clarity on my vision. We started working together at time when I was still solidifying some key components of my offerings. She was patient, curious, and supportive and when I doubted a part of my offering she brought us back to what was important to me and the brand. She has ensured we stay true to the core essence of the brand the whole way through and I have really enjoyed this process. It’s been so fun and delightful and Arletta is truly a skilled strategist and designer, and just an amazing human.
Thank you Arletta for sharing your gifts with me!”
-Marissa Lea Carr