Fitr

The context

Fitr had built a strong coaching platform, but growth was being driven heavily by paid performance marketing. In a crowded market full of coaches selling the dream, the challenge was to attract the coaches who would actually stick with Fitr, build their businesses and succeed. We repositioned Fitr around a simple belief: real work deserves real results.

We built the brand around the language and visual world coaches already know: effort, progress, systems and the work that happens between the results. The writing is direct, physical and full of momentum, using the vocabulary of coaching to talk about building a business. The visual identity brings that same thinking to life through a modular graphic system, fitness-inspired imagery and data-led graphics – making Fitr feel like a brand built for the reality of coaching, not the fantasy of it.

Fitr needed a brand that could work across every part of a coach’s journey. We created a visual system that flexes from the dense schedules and data of the coaching platform, to the quick decisions of the mobile app, to the bigger brand world beyond it. One system, built to be clear, recognisable and full of energy wherever it shows up.

The new brand gives Fitr something performance marketing alone can't: a reason for the right coaches to choose it and stay with it. By connecting with coaches at every stage of their journey – from getting started to building a business that lasts – Fitr has a brand built to create successful, lasting relationships.