Flexible Fitness is the no bullshit, results driven online nutrition and training specialist. Based in Sussex, they help whip people into the best shapes of their lives through accountability, honest support and education.
Having worked with the Flexible Fitness team on previous projects, I was asked to come on board as a creative consultant to redesign their existing identity and elevate it to a new audience. The new identity had to encapsulate the structure and form sculpting that they aimed for with their own clients, as well allowing it to be used flexibly across a wide range of products and gym wear.
A strong and robust mark was crafted through extensive iterations focused around the 'Double F' initials, and drawn with mathematical precision. The mark is 'flexible' in its usage through an array of stacked and horizontal variations with fluid guidelines that cover print and digital applications.