Branding
Purpose Coaching
A fitness and nutrition coaching brand built around one idea: putting the U in purpose.
Year :
2025
Industry :
Health, Fitness & Nutrition
Client :
Purpose Coaching
Project Duration :
3 weeks
A Brand Built Around U
Purpose Coaching is a fitness and nutrition coaching business led by a female coach with a background in nutrition. The challenge was to create a brand that reflected both sides of her expertise, training and nutrition, while feeling personal, welcoming and motivating.
The identity needed to communicate:
Credible nutritional knowledge
Strength, progress and fitness
A supportive, personal approach to coaching
A bigger purpose beyond the gym
The solution needed to feel warm and approachable without losing the confidence expected from a professional coach.
Putting the U in Purpose
The tagline "Putting the U in purpose" came from the brand name itself. The logo carries this idea through a single "U" set in a different typeface from the rest of the wordmark.
The contrast is deliberate. The U stands out because the client is the focus, and the brand exists to help them find their own purpose. It is a small detail that gives the wordmark a clear point of view, and it works as a recognisable device across every application.
Build, Nurish, Fulfil
To structure the brand and the service, the coaching was split into three areas:
Build: developing fitness, strength and consistency
Nurish: the nutritional guidance and support at the core of the offer
Fulfil: the outcome when everything comes together, a balanced and fulfilling life
The "U" in each word uses the same single typeface as the logo, so the brand idea runs through the whole system rather than sitting only in the logo. (The spelling of "Nurish" is intentional, a nod to the client's surname.)
These three areas also guide the website structure, messaging and social content, giving the brand a clear framework to build on.
A Nutrition-Inspired Palette, applied Everywhere
The colour palette draws on the nutritional side of the business, bringing fresh, natural tones to a space often dominated by harsh, high-contrast fitness branding. It feels vibrant yet grounded, and energetic without being clinical.
The identity was rolled out across:
Website design
Social profile images
Brand guidelines
Business cards
Social and marketing material
The guidelines give the client a clear reference for logo, colour, typography and the Build, Nurish and Fulfil system, keeping everything she creates on brand.
The result is a distinctive, personal brand that reflects her expertise and her belief that every client has their own purpose.
More Projects
Branding
Purpose Coaching
A fitness and nutrition coaching brand built around one idea: putting the U in purpose.
Year :
2025
Industry :
Health, Fitness & Nutrition
Client :
Purpose Coaching
Project Duration :
3 weeks
A Brand Built Around U
Purpose Coaching is a fitness and nutrition coaching business led by a female coach with a background in nutrition. The challenge was to create a brand that reflected both sides of her expertise, training and nutrition, while feeling personal, welcoming and motivating.
The identity needed to communicate:
Credible nutritional knowledge
Strength, progress and fitness
A supportive, personal approach to coaching
A bigger purpose beyond the gym
The solution needed to feel warm and approachable without losing the confidence expected from a professional coach.
Putting the U in Purpose
The tagline "Putting the U in purpose" came from the brand name itself. The logo carries this idea through a single "U" set in a different typeface from the rest of the wordmark.
The contrast is deliberate. The U stands out because the client is the focus, and the brand exists to help them find their own purpose. It is a small detail that gives the wordmark a clear point of view, and it works as a recognisable device across every application.
Build, Nurish, Fulfil
To structure the brand and the service, the coaching was split into three areas:
Build: developing fitness, strength and consistency
Nurish: the nutritional guidance and support at the core of the offer
Fulfil: the outcome when everything comes together, a balanced and fulfilling life
The "U" in each word uses the same single typeface as the logo, so the brand idea runs through the whole system rather than sitting only in the logo. (The spelling of "Nurish" is intentional, a nod to the client's surname.)
These three areas also guide the website structure, messaging and social content, giving the brand a clear framework to build on.
A Nutrition-Inspired Palette, applied Everywhere
The colour palette draws on the nutritional side of the business, bringing fresh, natural tones to a space often dominated by harsh, high-contrast fitness branding. It feels vibrant yet grounded, and energetic without being clinical.
The identity was rolled out across:
Website design
Social profile images
Brand guidelines
Business cards
Social and marketing material
The guidelines give the client a clear reference for logo, colour, typography and the Build, Nurish and Fulfil system, keeping everything she creates on brand.
The result is a distinctive, personal brand that reflects her expertise and her belief that every client has their own purpose.
More Projects
Branding
Purpose Coaching
A fitness and nutrition coaching brand built around one idea: putting the U in purpose.
Year :
2025
Industry :
Health, Fitness & Nutrition
Client :
Purpose Coaching
Project Duration :
3 weeks
A Brand Built Around U
Purpose Coaching is a fitness and nutrition coaching business led by a female coach with a background in nutrition. The challenge was to create a brand that reflected both sides of her expertise, training and nutrition, while feeling personal, welcoming and motivating.
The identity needed to communicate:
Credible nutritional knowledge
Strength, progress and fitness
A supportive, personal approach to coaching
A bigger purpose beyond the gym
The solution needed to feel warm and approachable without losing the confidence expected from a professional coach.
Putting the U in Purpose
The tagline "Putting the U in purpose" came from the brand name itself. The logo carries this idea through a single "U" set in a different typeface from the rest of the wordmark.
The contrast is deliberate. The U stands out because the client is the focus, and the brand exists to help them find their own purpose. It is a small detail that gives the wordmark a clear point of view, and it works as a recognisable device across every application.
Build, Nurish, Fulfil
To structure the brand and the service, the coaching was split into three areas:
Build: developing fitness, strength and consistency
Nurish: the nutritional guidance and support at the core of the offer
Fulfil: the outcome when everything comes together, a balanced and fulfilling life
The "U" in each word uses the same single typeface as the logo, so the brand idea runs through the whole system rather than sitting only in the logo. (The spelling of "Nurish" is intentional, a nod to the client's surname.)
These three areas also guide the website structure, messaging and social content, giving the brand a clear framework to build on.
A Nutrition-Inspired Palette, applied Everywhere
The colour palette draws on the nutritional side of the business, bringing fresh, natural tones to a space often dominated by harsh, high-contrast fitness branding. It feels vibrant yet grounded, and energetic without being clinical.
The identity was rolled out across:
Website design
Social profile images
Brand guidelines
Business cards
Social and marketing material
The guidelines give the client a clear reference for logo, colour, typography and the Build, Nurish and Fulfil system, keeping everything she creates on brand.
The result is a distinctive, personal brand that reflects her expertise and her belief that every client has their own purpose.