RIVAL Fitness

Brand Identity


Fitness. Nutrition. Accountability.

A British fitness expert looking to expand their reach and provide fitness, nutrition and lifestyle services to a wider audience.

The Brief:

Rebrand JSXFitness into a brand that can stand the tests of time and appeal to a wide audience.

Offer a professional, stand-out visual identity that can attract clients from beginners to celebrity athletes.

The Result:

A new name, a logo, an identity system and a 3D Ecorche study to help the brand educate and inform it’s clients.

The Services:
  • Brand Strategy
  • Brand Naming
  • Brand Identity Design
  • 3D Modelling & Texturing


Brand Strategy –

Before we could begin developing the new brand, we had to define what made the original one work.

Defining the brand helps us form guidelines that we can cross-reference for all decisions both for future parts of the branding process and also for all future decisions the company makes.

By checking all our actions against this strategy we can quickly identify whether something will enhance the brand or deter from its message, whether it will benefit and capture the attention of our customers or whether it goes against their needs or wants.

An in-depth strategy meeting was held remotely where we explored and completed my brand strategy documents. The result was a clear goal for the brand, its position and it’s intended voice.

During the brand strategy meeting we outlined these CORE Attributes for the brand and formed a simple statement that would help us with the next essential stage.

Naming & Stylescapes –

JSXFitness needed a full identity system to launch it into the modern world, with an easy transition.

It needed a new name and a new look. Lots of aspects go into naming a company, both creatively and legally. We discussed many options and did full trademark searches to determine any legal similarities or concerns for any of the names.

We identified 3 main names we decided to pursue into the visual stages.

During the earlier stages we had drafted 3 art directions for the visual style. These art directions usually follow a basic principle:

Direction 1 – The Safe Option:
This is the expected path, often with a quite traditional style. The design uses tested and common techniques and patterns. It mirrors industry styles while offering a completely bespoke branding design. 

Direction 2 – The Wild Card:
Maintaining brand identity while offering a much more inspired design that is otherwise outside the comfort zone of the company. This style is designed to be eye catching, use innovating branding and marketing management techniques and make the company stand above its competitors.

Direction 3 – The Middle Ground:
A mix of components from both above ideas to meet the company halfway in the land of modern and traditional.

These, along with the brands strategy documents, informed the creation of the initial 3 stylescape concepts, 1 for each of the working brand names.

The stylescapes use a mix of branded concepts, mockups and existing material to form a concise image that describes a certain direction more in-depth.

What emerged was 3 very different but eye-catching identity concepts.

Revisions –

After a couple of alterations and iterations we eventually narrowed the naming and identity down to 2 core styles.

One style following the “Safe Option” art direction we had already identified and the other being the “Wild Card”.

The Logo –

Once the name RIVAL was decided, I moved onto the logo design stages.

3D Ecorche –

Infographics are a core part of RIVAL’s fitness service and displaying parts of the anatomy to describe muscle interactions and targeting is a key part of the brand.

We decided early on that a 3D Ecorche model that could be viewed from any angle and placed into graphics to be used on social media would be a good selling point for the brand.

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