McDermott Fitness Academy Branding
- Branding
- Brand social assets
- Merch design
- Manuals/Certificates
- Web design
We were asked to work on building a brand identity for McDermott Fitness Academy, a fitness business specialising in educating personal trainers through courses and qualifications. They wanted their new brand to represent their passion for education, their discipline, and their mission to set a new standard in the industry.
Through our brand workshop, we were able to bring clarity to MFA by helping establish their brand vision and understand their greater mission. It was evident that MFA was driven by education, since the founder’s own experience stems from being a school teacher prior to being a fitness coach. We wanted the new brand identity to be reflective of this, as well as his mission for positive change through making fitness accessible for all bodies and abilities. It was clear from the beginning that David McDermott was fuelled through learning as he was a believer and follower of the student mentality himself, and therefore we captured this through the academy-inspired badge logo mark.
Within the mark includes a multitude of what encompasses MFA; the ‘M’ for McDermott, weighted plates to represent strength & weight training, the three bars translating to their three core pillars: accessibility, community, credibility, and lastly, the barbell that links those all together.
After an extensive amount of industry research, it was clear from what was currently present within the fitness industry that there was a large presence of colour combinations that do not appeal to the approachability that MFA want to communicate. Our solution was a gradient comprised of a sliding scale of cool tones (navy/purple) to a vivid accent (hot pink). This fresh and contrasting palette stands out against competitors with ease, and when applied across all collateral, makes for an engaging and eye-catching identity.
