Bringing structure to the brand
JG Fitness already had a solid base: a brand with intention, a more personal approach, and a different way of doing things.
This project wasn’t about reinventing it, but about bringing structure to it. Building a clear branding system: defining consistent visual rules (logo, color, typography), and establishing an art direction and layouts to guide all its applications.
In short, turning what already existed into a cohesive, recognizable brand, ready to grow without losing its essence.
Aa
Druk heavy
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! ? € % @ & ( ) #
Helvetica
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 ! ? € % @ & ( ) #
RGB
CMYK
Social media
JG Fitness’s social media already had something valuable: dynamic, engaging content with real potential to connect with people.
However, in terms of tone and look & feel, there was a lack of consistency. Each post had a different style and didn’t follow a clear direction, making pieces that talked about the same thing feel like they belonged to different brands.
The challenge was to keep that freshness and energy, while building a structure that would unify the message and strengthen the brand identity.
Social media content_
Merchan
Web design_
