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    Feel the joy

    JoonbyrdFull-stack development
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    On the Record

    Redistribute MagazineDesign, development, branding
  • Vixen Fitness
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    Bringing foxy back

    Vixen FitnessDesign, development, branding
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Bringing foxy back

Gemma is a personal trainer, specialising in pre- and post-natal fitness, and using exercise as a way to boost self-esteem and body confidence. She came to me just as she was launching her new, as-yet-unnamed business, and was looking for guidance to help her get it off the ground.

Launching a brand-new business in a busy space is always a challenge, so Gemma tasked me with coming up with a name, brand and website package which would help her to stand out.

Before I could do any design work, we needed to come up with a name for this new venture. When Gemma and I sat down to discuss options, it wasn’t long before we had uncovered two key points which needed to be addressed:

  1. Since Gemma’s client base is predominantly women, we needed something that was unmistakably feminine.
  2. At the same time, it needed to convey the strength and body confidence that her clients aspire to.

After throwing around a few abstract ideas, we both came to the same conclusion; The flowing form of the vixen—a well-known metaphor for female beauty—seemed like the perfect fit, and the name Vixen Fitness was born.

As well as the Vixen Fitness name, we also came up with a reusable hashtag for marketing materials, for which I created a graphic.

#beavixen

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Strength & femininity

With a name, it was time to move on and start putting together a branding package that would inform Gemma’s marketing efforts.

1. Logo

For the Vixen Fitness logo, I used a simple icon of a vixen, with a long, flowing curve to symbolise its tail. Used with a bold, all-caps logotype, it really nailed the balance of strength and femininity that we were looking for.

The Vixen Fitness logo on a white backgroundThe Vixen Fitness logo on a yellow backgroundThe Vixen Fitness logo on a plum background
The Vixen Fitness logo in a variety of colorways

2. Typography

The strong, unapologetic boldness of Montserrat was so effective as a logotype that I decided to use it as the primary font for the website and Gemma’s marketing materials. Using multiple weights meant I could strike a nice balance between huge, bold headings and a cleaner, lighter weight for more readable body copy.

pull press crunch dip diet protein shape fatMontserrat Boldlift fitness hamstring press energy isometrics shape pull

To counter Montserrat’s strength I used Have Heart One to add a touch of femininity to headings and other brand assets.

hamstring dip skinny aerobic biceps diet energy crunchHave Heart Onehamstring fat pull dip aerobic protein energy growth

3. Printed materials

Gemma meets most of her clients face to face, but handing over a business card doesn’t really convey everything that she has to offer. To help her make a good impression, I designed a series of postcards to give to clients and hand out at events; each one providing more information about particular services she provides, allowing her to put the right information in front of prospective clients from the outset, and hopefully win their business.

A postcard advertising Gemma's ante-natal fitness classesThe reverse of a postcard advertising Gemma's ante-natal fitness classesA postcard advertising Gemma's post-natal fitness classesThe reverse of a postcard advertising Gemma's post-natal fitness classes
A series of postcards advertising Gemma's services1 of 4

The rest of Gemma’s branding collateral followed a similiar theme, keeping the bold headings, bright colours and white border; a combination which formed the basis for the website design.

Gemma's business cardsA series of place cards used for circuit training
Left: Gemma's business cards
Right: A series of place cards used for circuit training
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Taking it to the web

With training being a private activity for so many people, we wanted the website to speak directly to visitors. Copy was hugely important here, with friendly, informal prose guiding the user to individual service pages tailored to their situation.

The homepage of vixenfitness.com
The homepage of vixenfitness.com
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I built a page for each of Gemma’s services to match the set of postcards I’d designed previously, with each one being able to act as a landing page; both for the links on the postcards themselves, and for targeted online and social media advertising campaigns.

A screenshot of the ante-natal training page on vixenfitness.com
A screenshot of the post-natal training page on vixenfitness.com
A screenshot of the mobile personal training page on vixenfitness.com

Thanks for reading

Unfortunately, the Vixen Fitness website is now offline, but you can use the link below to view it in the Wayback Machine. Please be aware that some links may be broken.

View Vixen Fitness on Wayback Machine
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