Brand identity and content strategy for a personal trainer launching as a content creator. Built a visual system and strategic direction that gave him the language and consistency to show up recognizably across platforms.
Restorative Fitness is a personal training brand rooted in the philosophy that taking care of your body is also a practice in caring for your mind, emotions, and spirit. He had an existing logo but wanted a refresh, something created specifically for him that could communicate that philosophy visually before he ever said a word. It also needed to be bolder and designed to scale as he started investing in content creation and developing a brand voice on social.
I created the full brand package and advised him on social strategy. He still uses it today, across his social channels and to brand the content he shoots out of his home gym and the spaces he trains in.
Scope
Logo refresh with a mark that could stand alone across formats
Full brand system: color palette, typography, and usage guidelines
Identity built to live across social, content, and his physical creator space
Content strategy direction for showing up consistently as a creator
Before
Mountain + sunburst mark, teal field, green all-caps wordmark, EST × 2021 lockup
After
Updated logo mountain + heartbeat mark, refined wordmark, full logo family
Primary stacked mark + wordmark
Horizontal lockup
Reversed / dark-field version
Display / Logo Font
Used for the logo wordmark, major headlines, and high-impact moments strong, condensed, and built to hold weight
Body / UI Font
Clean, readable, and modern used for body copy, captions, labels, and supporting text across all formats
The goal was to hand him something he could pick up and run with independently, without needing a designer for every post or decision. The brand guide gave him the rules, the rationale, and the flexibility to stay consistent as he grew.
Logo Family
Full suite of logo variations including main, horizontal, alternate, and black and white versions for use across all formats and backgrounds.
Color System
Five-color brand palette with named values tied to the brand's philosophy, giving him a framework for making intentional visual decisions.
Typography
Font hierarchy across logo, headings, and body copy that balanced athletic energy with clean readability.
Brand Guide
Full brand guide documenting the system, usage guidelines, and rationale so he could apply it consistently without outside help.
Content Strategy
Strategic direction for showing up as a content creator, including how to use the brand to anchor his unique value and build recognition over time.
In-Use Direction
Guidance on applying the brand across social posts, content, and his physical gym setup for a cohesive presence on and off screen.
He has been running with this identity since 2021, using the logo and brand system across his social content and as physical decor in his gym setup. The refresh gave him something recognizable and ownable a visual anchor for the community he has been building as a creator.
More than a logo, it gave him the language to articulate what Restorative Fitness is and what makes it different. That clarity translates into how he shows up for his audience.
See the brand in use at @restorative_fitness on Instagram.
Content example using brand
Creator gym or in-person brand usage