A powerful visual identity system for the Maryland personal training and fitness brand. Inspired by holistic daily movement and a positive, life-affirming attitude.
TLC Training & Fitness, LLC is the personal training brand of Tomica L Carter, who brings 35+ years of fitness and training experience to her clients. The brand was in need of a visual system that would represent its values of holistic daily movement, positive attitudes towards fitness, and faith in the process of building strength.
The brand's audience encompasses everyday Americans: people who care about their health, but aren’t typically considered “fitness nuts.” Often, clients are older folks who are seeking better overall mobility and quality of life.
Initial visual explorations included three themes, each with their own unique take on the brand's core values.
Theme 1 (The Joy of Movement) focused on the physical act of moving, as well as the positive energy of a growth mindset.
Theme 2 (Tender Loving Care) focused on taking care of yourself, your body, and your family through gentle expressions of self-love.
Theme 3 (Resilience) focused on the concept of healthy bodies creating healthy minds, and having faith in the process of building strength.
After an initial feedback meeting, the client chose Concept 3 as the best representation of the brand.
We refined the color palette into a strong combination: blue and grey to represent strength and fortitude, and red to represent energy.
I chose Sirenia, a versatile rounded serif typeface, to represent feminine energy that contrasts with/softens the strong color palette.
Additionally, I refined the brand marks and symbols to include direct fitness references. I chose Bebas Neue Rounded for use in the the wordmark as a logical sans-serif partner for Sirenia.
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A powerful visual identity system for the Maryland personal training and fitness brand. Inspired by holistic daily movement and a positive, life-affirming attitude.
TLC Training & Fitness, LLC is the personal training brand of Tomica L Carter, who brings 35+ years of fitness and training experience to her clients. The brand was in need of a visual system that would represent its values of holistic daily movement, positive attitudes towards fitness, and faith in the process of building strength.
The brand's audience encompasses everyday Americans: people who care about their health, but aren’t typically considered “fitness nuts.” Often, clients are older folks who are seeking better overall mobility and quality of life.
Initial visual explorations included three themes, each with their own unique take on the brand's core values.
Theme 1 (The Joy of Movement) focused on the physical act of moving, as well as the positive energy of a growth mindset.
Theme 2 (Tender Loving Care) focused on taking care of yourself, your body, and your family through gentle expressions of self-love.
Theme 3 (Resilience) focused on the concept of healthy bodies creating healthy minds, and having faith in the process of building strength.
After an initial feedback meeting, the client chose Concept 3 as the best representation of the brand.
We refined the color palette into a strong combination: blue and grey to represent strength and fortitude, and red to represent energy.
I chose Sirenia, a versatile rounded serif typeface, to represent feminine energy that contrasts with/softens the strong color palette.
Additionally, I refined the brand marks and symbols to include direct fitness references. I chose Bebas Neue Rounded for use in the the wordmark as a logical sans-serif partner for Sirenia.