Graphic Design
S20 Branding & Marketing
A long term brand project for S20 Health & Fitness focused on bringing clarity and consistency to an existing brand. A visual system was created to align typography, colour, layout, and imagery across every touchpoint.
Year :
2025
Industry :
Gym/ Fitness
Client :
S20 Health & Fitness
Project Duration :
Ongoing
Problem:
As S20 evolved, its brand presence became inconsistent across digital and physical platforms. Although the logo existed, there were no clear rules governing how it should be used or how supporting visual elements should complement it. This led to variations in color, typography, spacing, and overall presentation, weakening brand recognition and creating a fragmented experience.
Without structured guidelines, marketing materials, social media, print assets, and internal communications lacked cohesion. The brand needed a defined visual framework to ensure everything felt intentional and unified.
Solution:
This project established a clear and practical set of brand guidelines for S20 Health & Fitness. Building around the existing logo, I developed a structured system that defined:
Logo usage rules (spacing, sizing, placement, and variations)
A refined colour palette with clear primary and secondary applications
Typography hierarchy and usage principles
Layout and composition standards
Visual direction for imagery and brand tone
By introducing these rules, the brand operates with consistency and clarity across all platforms. The result is a stronger, more professional identity that reinforces S20’s positioning in the health and fitness space while ensuring future marketing efforts remain aligned, recognisable, and scalable.
Clothing:
Before rolling out the full brand guidelines, the guys at S20 wanted a line of clothing/ apparel for it's customers to represent the brand inside, and outside of the gym. I developed a few options for casual gym merchandise, focusing on something that would be nice enough to wear outside, aswell as inside, the gym.
Other work:
Prior to formalising the guidelines, I've helped with marketing campaigns for new gym offers, which spanned across media such as, posters, social graphics, and informational signage.
More Projects
Graphic Design
S20 Branding & Marketing
A long term brand project for S20 Health & Fitness focused on bringing clarity and consistency to an existing brand. A visual system was created to align typography, colour, layout, and imagery across every touchpoint.
Year :
2025
Industry :
Gym/ Fitness
Client :
S20 Health & Fitness
Project Duration :
Ongoing
Problem:
As S20 evolved, its brand presence became inconsistent across digital and physical platforms. Although the logo existed, there were no clear rules governing how it should be used or how supporting visual elements should complement it. This led to variations in color, typography, spacing, and overall presentation, weakening brand recognition and creating a fragmented experience.
Without structured guidelines, marketing materials, social media, print assets, and internal communications lacked cohesion. The brand needed a defined visual framework to ensure everything felt intentional and unified.
Solution:
This project established a clear and practical set of brand guidelines for S20 Health & Fitness. Building around the existing logo, I developed a structured system that defined:
Logo usage rules (spacing, sizing, placement, and variations)
A refined colour palette with clear primary and secondary applications
Typography hierarchy and usage principles
Layout and composition standards
Visual direction for imagery and brand tone
By introducing these rules, the brand operates with consistency and clarity across all platforms. The result is a stronger, more professional identity that reinforces S20’s positioning in the health and fitness space while ensuring future marketing efforts remain aligned, recognisable, and scalable.
Clothing:
Before rolling out the full brand guidelines, the guys at S20 wanted a line of clothing/ apparel for it's customers to represent the brand inside, and outside of the gym. I developed a few options for casual gym merchandise, focusing on something that would be nice enough to wear outside, aswell as inside, the gym.
Other work:
Prior to formalising the guidelines, I've helped with marketing campaigns for new gym offers, which spanned across media such as, posters, social graphics, and informational signage.
More Projects
Graphic Design
S20 Branding & Marketing
A long term brand project for S20 Health & Fitness focused on bringing clarity and consistency to an existing brand. A visual system was created to align typography, colour, layout, and imagery across every touchpoint.
Year :
2025
Industry :
Gym/ Fitness
Client :
S20 Health & Fitness
Project Duration :
Ongoing
Problem:
As S20 evolved, its brand presence became inconsistent across digital and physical platforms. Although the logo existed, there were no clear rules governing how it should be used or how supporting visual elements should complement it. This led to variations in color, typography, spacing, and overall presentation, weakening brand recognition and creating a fragmented experience.
Without structured guidelines, marketing materials, social media, print assets, and internal communications lacked cohesion. The brand needed a defined visual framework to ensure everything felt intentional and unified.
Solution:
This project established a clear and practical set of brand guidelines for S20 Health & Fitness. Building around the existing logo, I developed a structured system that defined:
Logo usage rules (spacing, sizing, placement, and variations)
A refined colour palette with clear primary and secondary applications
Typography hierarchy and usage principles
Layout and composition standards
Visual direction for imagery and brand tone
By introducing these rules, the brand operates with consistency and clarity across all platforms. The result is a stronger, more professional identity that reinforces S20’s positioning in the health and fitness space while ensuring future marketing efforts remain aligned, recognisable, and scalable.
Clothing:
Before rolling out the full brand guidelines, the guys at S20 wanted a line of clothing/ apparel for it's customers to represent the brand inside, and outside of the gym. I developed a few options for casual gym merchandise, focusing on something that would be nice enough to wear outside, aswell as inside, the gym.
Other work:
Prior to formalising the guidelines, I've helped with marketing campaigns for new gym offers, which spanned across media such as, posters, social graphics, and informational signage.