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Figure Fitness - a new personal fitness brand
background
After a career in Human Resources & since having children, Hazel Jones decided to train as a Personal Trainer because she wanted to help people, especially reluctant exercisers, to enjoy and reap the multitude of benefits that exercise can bring.
brief
Create a new brand for this pesonal training business to make it accessible to the less fit and less confident exerciser. The website should be easy to use, straight-forward and simple, but stylish.
solution
The first thing was to decide on a brand name and to design an identity. Although Hazel had modest ambitions for the business she wanted advice about whether to use her own name or to create a brand name. She had thought of Figure Fitness; what did we think?
After a quick domain name check and a discussion of the benefits of a brand name for future development of the business, it was agreed to develop Figure Fitness as a brand.
Figure Fitness and the f of the name suggested curves and movement. Finding a colour scheme was also important. Hazel provided one of the more unusual colour briefs we have received via a Dr Who clip showing Billy Piper wearing a particular indigo and turquoise outfit. That was it - an effective briefing.
The logo style developed used a serif font, the two colours and a simple icon depicting movement and success. From this starting point a website colour scheme was created and a website design template agreed.
This flexible design grid was used to promote key messages, to provide clear navigation and section headers, and overall to give a professional, but accessible feel to the service.
Photography comprised of some stock photographs combined with shots of Hazel and her family as clients, aiming to create the personal feel that Hazel wanted to project.
Launched with full search engine optimisation of the metname keywords, descriptions and titles, as well as search-engine friendly copy, the site performs well in attracting visitors and meets the need to find out more and become motivated about home fitness and Figure Fitness in particular.
