Former professional athlete and coach Ingrida Radevic came to us to rebrand Ingrida Fitness — with one goal: to plant the seed for something that could grow.
Rather than simply building a personal brand around Ingrida, we wanted to create something that was uniquely hers. We shifted the focus from her past as a physique competitor towards her role as a coach, defining a new audience, purpose, personality and message around the way she actually works with women.
The brand is built around the idea of growth, inspired by the rose tattoo on Ingrida’s wrist. It became the starting point for the visual identity, from a hand-painted swipe inspired by her tattoo to a new logo formed from two abstract flowers. The two shapes represent individuality, collaboration and the relationship between coach and client.
Even the colour palette is personal — taken from a photograph of Ingrida herself.
The brand’s values are simple: Empowerment. Growth. Freedom. And its audience is equally clear: women aged 20–50 looking for sustainable results. No men. No competitors. No quick fixes.
Together with photography by Fiona Chandler, we created a brand that feels less like a fitness business and more like a community — one designed to help women grow, inside and out.
