I worked closely with the founders of Gym Fabric, a Midlands-based activewear startup, to develop a comprehensive brand strategy and full visual identity system. The goal was to elevate the brand beyond generic gymwear by defining a unique positioning rooted in quality and slow fashion values.

The project covered extensive brand strategy development, including market positioning, competitor analysis, target audience profiling, and tone of voice definition. I also led the naming and tribe-building process, identifying Gym Fabric’s consumer tribe to humanise the brand and create a deeper emotional connection with its audience.

The visual identity was completely redesigned, modernising the original logo to enhance impact, clarity, and relevance in a competitive market. I created a versatile logo suite, supported by carefully selected typography and a refined colour palette that reflects the brand’s emphasis on strength, comfort, and timelessness.

A curated moodboard and photographic direction were developed to visually express the brand’s tone and aesthetic, setting the foundation for future campaigns and content. The final deliverable was a full brand guidelines document, giving Barry and Teresa a clear, actionable roadmap for Gym Fabric’s marketing, creative direction, and digital rollout.