Defining a new fitness concept to recycle calories into support for good causes.

Personal trainer, Colette Seger, came to us to help define the brand for a new fitness concept. Her plan — to establish a non-profit organization who’s mission is to turn calories spent in personal training sessions into funds for good causes. Our work for this project included naming, messaging and developing a brand identity system that would support the organization’s mission.

First we established three key aspects the founder saw as essential to the concept. 1–Improving the health and fitness of her clients. 2–Making sure her clients were enjoying the process. 3–Donating net profits to well run charity programs to improve the health and nutrition of people in need.

Next we combined those three key ingredients — bene (latin for good), fit (fitness), and fun — to form the brand name BeneFitFun. We also added a tag line that would simply and enthusiastically state the organization’s mission — get fit! do good!

Then we designed a visual identity that is bold and energetic. It reflects the strength client’s build, the passion the founder brings to the organization, and the energy it fuels in the communities it aids. We also designed collateral and a brand guidelines document to get the brand off and running and carry it into the future.


Brand Guidelines