BASE Fitness

Project:

This rebrand was incredible to work on! Jen is just the niiiicest person and after meeting at a co-working session, she reached out feeling a bit lost with her branding.... so we had a few chats and I and I developed a brand strategy for Base, along with three style directions.

The styles were all quite different and as much as she said she didn't want any pink, she chose the mood board which featured it! However, it was black, white and grey that would be the main colours for Base and then there'd be two pop colours of neon lime and shocking pink which just look sooooo good against the matte black and add an energetic feel!

For the BASE logo, we opted for a chunky, high-impact typeface. The italic version adds a modern edge, and I tightened the spacing to maximise boldness. A standout feature is the cut-out in the 'B,' where it overlaps with the 'A,' creating a dynamic focal point. The alternative logo variation lowers the ‘S’ and ‘E’ to introduce movement, with the ‘S’ featuring a cut-out and slight rotation for extra energy. To balance the strength of the main logo, ‘fitness’ is set in a lighter-weight font, emphasising that Base is more than just fitness – it’s a community of empowered, supportive women.

Throughout the brand, we kept the typography bold and clean, introducing a paintbrush style font for added texture and personality, alongside a handwritten font to bring in a playful, friendly touch.

Jen wanted the brand to feel bold, strong, energetic, and inspiring, and I truly believe every element comes together to achieve that vision. I absolutely love how it turned out and can't wait to see Base continue to grow!