Creating a stronger
coaching brand – all round
Industry
Sports/Fitness
Deliverables
Naming, visual identity, verbal identity, social content, web design, marketing
As a one to one and online fitness coach, Clare Windsor believes that everyone should have the opportunity to better themselves, not just through an aesthetically pleasing physique (although she does do that) but through a better understanding of nutrition and health that goes well beyond the gym.
Her all round approach, accountability, passion and knowledge all feeds into a brand system which encapsulates who she is and what she does.
Delivering a brand which is instantly recognisable and stands out amongst her competition.
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Photography - SJP Media
Brand naming
When Clare came to me for help with her brand, she not only needed a new identity but also a name for her solo venture.
Uncovering answers to key brand questions, we both agreed that for her, she offered more than just one to one ‘PT’ sessions. Instead she provides habit forming, accountability, changing mindsets around food and structure around building a better body.
We created the name All Round Coaching which gave Clare a more holistic brand with a flexible naming structure allowing her to scale her business if she needed to in the future, for example – All Round Good Food, All Round Cardio, All Round Podcast etc.
Brand identity
The naming system we created a fed into a bigger idea around the identity. The logo, a typographic approach, sits in a circular shape (mimicking a C – for Clare) frames imagery and key information.
Choosing the colours came from meeting Clare on numerous occasions, I noticed more often that not her clothing, car and gym environment were either Red, Black or White. The solution was right in front of me.
Whereas the typography, we selected three fonts all of which gave her a solid base to choose form when creating social graphics. Each having a strong, confident look and feel which represents Clare.
Brand Rollout
As Clare’s brand grew we needed to look at expanding the brand to the packages she offered. Sub-brands for each of these are all linked with the dot work patterns aimed to show progress for each person she coaches.
As Clare’s brand relies on social media interactions and content, we needed to create templates on Canva for her to retain brand consistency but also release content when she needs to.
I don’t know where I’d be without Mel, her insightful and intelligent approach to branding blows me away. My success is testament to her giving me the best tools to promote my business.
Clare Windsor
All Round Coaching
Brand Expansion
Within 8 months of brand launch, Clare has added 4 new fitness packages to her offering (each with their own sub-brand) as well as regular content on her social channels and a weekly podcast discussing life, fitness and everything in between.
Just under a year into the brand launch, Clare expanded her brand offering further by bringing a new team member under her wing. Rachel now sits underneath the All Round Coaching brand with her own individual logo and brand assets she can use to help promote herself and the brand.
