SharpFit

Personal Project

Graphic design + branding

London, 2026

SharpFit is a conceptual gym brand designed to represent a modern, performance-driven gym experience. The goal was to create a visual identity that communicates precision, confidence, and accessibility while standing out in a saturated market. The project aimed to appeal to a broad audience without relying on the intimidating or overly aggressive aesthetics commonly associated with gym culture.

The main challenge was to balance strength and approachability within a single brand system. In my research of competitors, I found out that many fitness brands either feel too intense and exclusive or too generic and cheap. This project explores a middle ground, creating a brand that feels premium yet inclusive, structured yet flexible.

The concept was built around the idea of precision training combined with a modern lifestyle approach. It begun with the name, a catchy name that represented the value of the business. Next, I tried to represent that concept into imagery: a bolt is sharp, fast, acute and its visual representation very powerful. And it also has a disruptive power, the energy necessary to break the routine and feed the necessary inspiration to achieve goals. Once I’ve got this vision, the whole project came into life: the use of clean layouts, sharp geometric forms, and a minimal visual language to convey clarity, control, and confidence. The identity was designed to feel strong and refined, using bold typography, a flexible logo system, and a restrained colour palette to maintain consistency and impact.

The final outcome is a cohesive brand system applied across multiple touchpoints, including physical environments, merchandise, marketing materials, and digital platforms. The result positions SharpFit as a contemporary and accessible fitness brand, demonstrating how a clear and consistent visual identity can shape both perception and user experience.

Introduction

About the project

The main logotype - line logo

The main logotype - stacked logo

The inspiration for creating the brand

Logo colours

Colour palette

Typography

Stationary

Bottle + Lanyard

Uniform

Uniform

Merchandising

A5 Flyer

A1 Poster

A1 Poster

Tube Ad

Outdoor

Busdoor

App

App

App

Website

Website

Paid Ads

Social Media

Gym Facade

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