Brand
Gym and Fitness
Gym and Fitness
What was delivered
Brand strategy
Brand identity & guidelines
Social media strategy
Campaign development
Content strategy & production
Website re-design & optimisation
Print & signage design
Creative direction
Product launch strategy
Brand strategy
Brand identity & guidelines
Social media strategy
Campaign development
Content strategy & production
Website re-design & optimisation
Print & signage design
Creative direction
Product launch strategy
Redefining the Gym and Fitness Brand.
As Creative Manager at The AFS Group, I led the complete rebrand of Gym and Fitness, transforming an outdated identity into a bold, modern brand. The new logo features a sleek icon that subtly incorporates the initials G+A+F and a cutting-edge logotype, designed to reflect strength and innovation.
This rebrand wasn’t just cosmetic—it was about elevating the brand’s professionalism and creating a unified identity across every touchpoint. From developing the logo and brand guidelines to designing signage, uniforms, social media assets, and digital materials, I built a cohesive visual language that captured the essence of Gym and Fitness.
This work helped establish Gym and Fitness as a credible, trusted brand across Australia and New Zealand, resonating with both customers and industry professionals.
Staff avatars were thoughtfully created for the Gym and Fitness brand to create a consistent and unified look, reflecting the diversity of our global staff while maintaining a focus on our core markets in Australia and New Zealand. This creative approach not only ensured visual harmony but also brought a fun and personable touch to the brand. These avatars became a distinctive asset, adding personality to our marketing materials and strengthening our connection with customers across multiple platforms.
During my time at Gym and Fitness, social media played a pivotal role in our marketing strategy. While the examples above highlight campaign advertisements, organic social media was also a key area of emphasis. By overseeing the social media channels and strategy, I successfully grew our combined Instagram and Facebook following from 10,000 to over 110,000. This growth was driven by engaging content, strategic planning, and a deep understanding of our audience, ultimately strengthening the brand’s online presence and community engagement.
