PHIT

The Job

PHIT came to us as a new kid on the block in a saturated market of outdoor fitness providers in one of Sydney's busiest suburbs. They needed to effectively target hard-working professionals in their 20s and 30s, and communicate their unique selling point, an intensive focus on personalised training and fitness mentorship.

Because of this, we knew the treatment of the logo had to demonstrate a strong commitment to their craft, and emulate many of the common trademarks of their industry. Thus the weight-shaped badge, the manipulated dumbell and the warped training text to emulate a medicine ball. The brand has had a successful launch and large initial group sizes.