Ingrida Fitness
/ CLENT​
Inigrda Radevic
· Industry​
Fitness Coaching
_ Services​
Brand Strategy
Visual Identity
Consultancy
Social & Print Design
Web Design
° Photogrpahy​
We were tasked by former pro athlete and top fitness coach Ingrida Radevic to rebrand her coaching business, Ingrida Fitness – planting the seed so it can continue to grow.
Our approach was to create a brand that was truly personal i.e. something that no one else could have, rather than just making a personal brand. We were also keen to shift the focus of the brand away from Ingrida as a physique competitor and former pro athlete, towards Ingrida as a coach.
To achieve this, we went back to basics, working with Ingrida to define a new target audience, core values, brand purpose, messaging and brand personality – all reflecting Ingrida and her coaching style. We also developed a new mission statement to be clear about what the brand stands for – Helping women stay fit, look good, & and have a life.
The brand is built around the idea of a flower - inspired by the rose tattoo on Ingrida’s wrist. Representing growth and femininity, it fit perfectly with the new brand, and gave us a central theme to tie each component together. It also allowed us to recreate her tattoo has a paint swipe graphic, to be used as part of the visual identity.
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The new logo continues with the floral theme, combining two abstract shapes inspired by two flowers – two different shapes to show everyone is unique. They symbolise the collaborative and supportive approach to Ingrida’s coaching, with the two shapes working together to form the letters “I” & “F”. to further reinforce the idea of a brand that’s personal, we took the new colour palette from a picture of Ingrida on holiday, reinforcing the idea of truly ‘personal’ brand .
The brand's values are simple and to the point, reflecting Ingrida’s direct style - "Empowerment", "Growth", and "Freedom". Similarly, we are very open about the brand’s target audience and who Ingrida wants to work with - women aged 20-50, looking for sustainable, long term results. No men. No competitors. No quick fixes.
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By being this specific who Ingrida wanted to work with, along with new photos from the amazing Fiona Chandler focusing on Ingrida and her clients, we were able to create a community feel around the brand, that clients and followers want to be a part of so they can continue to blossom.
