Personal Training that Packs a Punch
BODYSWITCH HEALTH & FITNESS BRAND STRATEGY & VISUAL IDENTITY DESIGN
WHO ARE BODYSWITCH HEALTH & FITNESS
Bodyswitch Health & Fitness is a personal training and group fitness business, based in the Ipswich, Brisbane. It was started in 2010 by head trainer Kody Playford. As their name suggests, they’re passionate about a holistic approach to health: focusing on fitness and nutrition, done in a sustainable, realistic way that will actually work for clients lifestyles. They do a mix of personal training, group fitness classes with names such as Boxing, Gladiator Training, Ignite, The Arena and Kid Fit, and 12 week health fitness challenges which produce amazing results.
As Kody put it “After 5 years my personal training business had stalled and become stale, it was time for a fresh new approach.” We identified that they had an overly masculine vibe which didn’t target their 90% female clientele, they lacked differentiation to the competition and their brand had become inconsistent in application over the years. We needed to step away from the day-to-day design tasks and look at the big picture, to develop a more strategic brand identity which would really resonate.
It was clear there was huge potential for BodySwitch to be repositioned and improve their sales. We sought to create a brand which was appealing and empowering to women, without isolating men with any feminine cliches, which really stood out in the Ipswich personal training market as being slick and professional. I knew this had to start by stripping away the cliched male weight-lifting silhouette in the logo, the gradients and murky maroon colours, for a more modern, unique approach.
THE LOGO CONCEPT
The logo icon concept was “Break Free From the Mold” — a dynamic, bold, abstract, geometric icon which used a play on positive and negative space. It reflected everything from a snowflake, a star jump and a butterfly in the negative space — everyone will interpret it in a different way, but the point was that they treat each client as unique and tailor their fitness program to suit.
THE CLASS BADGES
A key element of the original branding was a series of badges to identify each group fitness class. These had gone through various iterations over the years for BodySwitch, with an overall lack of consistency between them and quite a dated, masculine vibe. I redesigned these to better fit with the overall visual style of the new branding. They were done in one colour, in a simple graphic style, to really pack a punch and be memorable.
One of the biggest areas of inconsistency in the older brand identity was the typography, which is a pretty common problem for DIY brands. I put together a range of three really fun, modern, youthful headline font styles that we’ve had a lot of fun using consistently in the branding since. These have really stood out compared to the generic approach of the competition.
Modern, Welcoming, Forward Thinking, Dynamic, Personalised and Fresh
“After 5 years my personal training business had stalled and become stale, it was time for a fresh new approach. I was extremely impressed by Emma getting to know myself, my business and my views on the direction of my business. Her in depth review and presentation made the rebranding of my business an easy transition. I would highly recommend Emma and am excited to see what her changes can do for my business.”Kody Playford