Brand
The AFS Group
The AFS Group
What was delivered
Brand strategy
Naming strategy
Brand identity & guidelines
Print & signage design
Creative direction
Brand strategy
Naming strategy
Brand identity & guidelines
Print & signage design
Creative direction
A Unified Vision for a Global Brand.
As Creative Director, I led the rebrand of Australian Fitness Supplies into The AFS Group, redefining its identity as a global leader in fitness equipment. This transformation was more than a name change—it symbolised a shift towards a unified, global vision while honouring the brand’s roots in strength and resilience.
At the heart of the rebrand is the new AFS Group logo, a bold, abstract triangle that unites the letters “A,” “F,” and “S.” The triangle symbolises strength, unity, and ambition, doubling as a mountain peak to reflect the group’s drive for innovation and growth.
