Branding for a fitness app that gives users instant access to personal trainers either physically or virtually depending on their needs and availability.

Fitness Branding

2021
Branding

Nowly positions itself as the company to democratize personal training. It wants to give people access to the best personal trainers, and give personal trainers access to high quality clients. With it's network of trainers and users it aims to give some control to the individuals in a sector that is heavily dominated by gyms that take a large cut of profits and makes personal training a high income commodity.

The Goal

To create a fun brand that uses technology to improve personal fitness.

Project Duration

March 2021 - April 2021

The Logo

We decided to use a location pin as the main icon due to the fact that you can pinpoint trainers based on their location. The running man icon inside the pin has the X shape to represent the “express” aspect of the application, and how quickly things can happen.

The Colors

For the brand we had to consider how the logo would look in the Apple/Google Play Stores. We chose an orange tone as the main color. The white and orange are great colors that easily associate with health and positivity. Orange is capable of inducing happiness, excitement, friendliness, warmth, and youthfulness. This palette has calming tendencies and can subliminally  make users more likely to trust this app for their health needs.

Color Palette

Orange was definitely going to be the main color for Nowly, but to make the brand seem a little bit more light hearted we added a shade of pink to transition from the other colors. The dark navy blue was made with the dark mode version of the app in mind.

Logo Variations

Some users prefer using the app in dark mode. Others prefer it light. There are just so many touchpoints that a person experiences the brand. In order to prepare for this, different variations of the logo were created to consist legibility regardless of the background.

Fitness Branding

Art Direction

Fitness is all about aesthetics. Even the smallest details can help perception of a brand. We wanted the models to look realistic yet feel like anyone could be that model. We used shadow to accentuate details of the models but still left enough to let it feel like an extension of the user.

Brand Identity

Nowly position themselves as a young company that likes to be fun. They don’t want their product to be too rigid and therefore needs to have a voice that matches. The copy we made matched that vibe, with little puns and jokes whenever the user accomplishes something. This makes their product fun.


Fitness however is a little bit different. Stability and details are must haves. That’s why most icons on the application are more rigid with a great emphasis on shadowing to accent muscles.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Fitness Branding

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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