Cheryl is a visual designer specializes in creating compelling visual solutions that drive brand awareness and engagement.

Fit Girl Club Rebranding

Fit Girl Club is a non-profit brand based in Los Angeles that connects women in different cities through fitness adventures, wellness events, and studio meetups. As a fitness instructor myself, I am an ambassador for Fit Girl Club LA and I took on the rebranding of the club to give it a fresh, inviting, and empowering feel.

Responsibilities

Logo Designer | Brand Designer | Ecommerce Design

Old Branding

The challenge with the old Fit Girl Club branding was that there was no cohesive brand style. The logo used a script font that used jagged edges and harsh breaks that didn’t read like a smooth, handwritten logo. And their font on the website read as more masculine and techy versus the fun, non-profit, women-led club.

Old FGC Branding.jpg

Logo Concepts

In order to keep with the intention of Fit Girl Club’s mission of fostering an inclusive community of women that inspire and support each other to be fit, healthy, and happy, I drew inspiration from similar brands that conveyed the ideas of forward-thinking design, fitness, movement, and healthy lifestyles. While keeping these popular brands in mind, I additionally wanted to make sure that the FGC brand voice of supporting local vendors and creating a community of women helping women showed through as well.

Final Redesign of Logo & Brand

I decided on this logo since it created a sense of a high-end, customized product with the modified serif- font for the “fgc” while still noting the playfulness and movement of the original logo by italicizing and making it lower case. The height differences in each of the letters resembles the different types of women and body shapes that are included in this club and allows for a sense of inclusivity as well. Both the letter logo and the spelled out logo can be used interchangeably depending on the layout of the design.