Freestyle Functional Fitness

Holistic logo, brand and web design for fitness business, Freestyle Functional Fitness.

The client

It’s not often that military-inspired and fun-focused fall into the same sentence. But for London-based personal training brand Freestyle Functional Fitness, that’s what the experience is all about.

UK Athletics running coach, experienced personal trainer and Army reservist with two deployments under his belt, Jason heads up the brand, which promotes a holistic and unique training system for both mind and body.

In this system, mental and physical wellbeing work hand in hand and the focus is on achievement with enjoyable challenges that inspire you to exceed your expectations.

The mission

Identity, logo and web design for fitness business Freestyle Functional Fitness promised a holistic brief. We created a branded identity that majored on fitness and fun, with the gunmetal grey and olive green colour scheme adding subtle nods to the brand’s military-inspired approach.

Strength and vitality are at the core of what this fitness business helps their clients develop, so we incorporated both concepts into the logo design. The stylised ‘F’ adds an instantly recognisable link to the running track.

Next up was a full web design for their fitness business. Targeted imagery, colour palettes and fonts make the site distinctive, while the overall design places usability front and centre.