BeFit Gym
Visual Identity
For the BeFit project, I delivered a comprehensive visual identity that includes logo, colour palette, typography, illustrations, grid systems and layouts, accessibility icons and signage, art direction, and various graphic elements. All of this was documented in an extensive visual identity manual, so the brand can grow and keep it consistent. I also created the website, which meant the user interface, visual style, and various UI elements.
Built for the large audience
The brand leans toward a younger, tech-savvy audience that knows what it wants and does its research, so the value proposition had to be genuinely strong: premium facilities at a budget-friendly price, in locations close to home.
The gyms themselves back that up. Facial recognition entry, advanced air filtration, top-tier weightlifting and cardio equipment, boxing zones, Hyrox-style training areas, and more. Ultra-modern spaces designed to feel serious, not intimidating.
BEFIT IDENTITY DESIGN
A full identity ready for 100+ locations
Visual Identity
Logo, Colour Palette, Type, Grids, Layouts
Illustrations
Brand Illustration Style, Gym Walls Illustrations
Graphic Design
Icons & Signage, Photography Art Direction, Applications
What I delivered
I started by exploring typography that feels sporty, fresh, modern, and above all, clear. Clarity mattered most here because the brand needed to work at scale, for a large and varied audience. That meant clean hierarchy, high legibility, easy-to-scan type, and strong colour contrast for accessibility. And since memorability depends on public approval, the direction had to be simple, honest, and functional
The wordmark is split into two parts: Be and Fit. FIT is the focal point, framed in a box, the way you'd highlight a word with a marker. Be sits outside it, free and open. The reading is layered: you already are, or you're becoming. To be, or not to be FIT.
The type is italic, letters slightly angled, as if mid-motion. A person at an angle is never static: they're running, lifting, starting something. The type carries that same energy. The audience won't analyse it, but they'll feel it.
THE LOGO TYPE
Bold italic type is nothing new in fitness, and that's exactly the point. Familiarity builds relevance. The audience recognises the language instantly, and that recognition is part of the logic.
BeFit Colors
The main colour is Acid Green: vibrant, youthful, and distinct from every major fitness brand on the market. That distance is intentional. It's a differentiator.
The palette is otherwise minimal: black, white, and a tertiary colour used specifically for female illustrations, adding variety while signalling spaces like the BeBooty area where women are the primary audience.
In the system, green works as a call-to-action. It guides attention through signage, buttons, pricing, and highlights. Black and white handle clarity and structure, which keeps green in charge of visual hierarchy without competition. The shade is heavily saturated, close to neon, which makes it a fast identifier. Given enough exposure, people will recognise the brand without ever seeing the logo.
Inside the gyms, the interior is dark: black, deep grays, white. Green cuts through all of it in signage, helping members orient quickly. Contrast testing confirmed it holds legibility on black even at small sizes, and white is reserved for text and structural use only, so the limitation never becomes a problem. Colour specs and usage rules are defined across digital, print, and interior applications to keep the palette consistent across all locations and suppliers."
BeFit Illustrations
Gyms used to cover their walls with bodybuilding icons. That made sense when gyms were built for bodybuilders. Today, going to the gym is closer to a healthcare habit, shaped by a culture of self-development and personal growth. Photographing real people brings its own complications: controversial figures, unrealistic standards, political friction. Illustration sidesteps all of that.
The characters are hand-drawn, loose and fast, as if sketched while the subject is still moving. Multiple overlapping lines, no clean resolution, just the trace of someone mid-action. That roughness is intentional. It creates the same energy the brand carries everywhere else: in the italic type, in the saturated colour, and now in the illustration style. Movement, throughout.
Everything is connected
Every element connects to the others. That's the point. Type, colour, and illustration aren't separate decisions: they reinforce each other, and through that, the system builds consistency, clarity, and longevity. The brand can outlive trends without feeling dated.
What looks like a wordmark and some sketches is the result of a design thinking process where even the simplest choices have a clear reason to exist. Good design doesn't mean complicated. It means that even the instinctive decisions hold up under scrutiny, and when they do, they become part of something larger: a coherent strategy built to bring a good service to a broad audience.
