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Statera Fitness

A Bold, Transformational Identity for Modern Coaching

Role:

Brand Designer

Duration:

1 year

Team:

1 designer (myself)

Jump to:

Brand Identity

>

Iconography

>

Print

>

Spin-Off

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Webdesign

Bruce Robertson approached me to create a distinct visual identity for Statera Fitness, his coaching business based in Brighton (UK), focused on fitness, mindfulness, and transformation. The goal was to move beyond typical fitness branding—avoiding both the overly masculine, high-intensity aesthetic and the soft, muted tones often associated with yoga and meditation. The result is a bold yet balanced identity that reflects energy, movement, and personal growth.

Brand Design

Visual Identity

Logo

Iconography

Webdesign

Print

01

Brand Identity

Look And Feel & Visual Language

I designed a complete identity system, including a logo, typography, and color palette, that sets Statera Fitness apart. Inspired by 80s fitness culture, the design feels dynamic and engaging while maintaining a contemporary edge. The bold purple conveys strength and vitality, while subtle gradients evoke transformation, bridging the gap between intensity and mindfulness. The font pairing ensures versatility across digital and print media, reinforcing a strong yet approachable brand presence.

02

Iconography

Photography Guidelines

To ensure consistency in visual storytelling, I provided art direction for a professional photo session. These guidelines helped align the photography with the brand’s aesthetic, capturing both the high-energy and reflective aspects of Bruce’s coaching approach.

03

Print

Printed Assets

I designed business cards, flyers, and posters to create a strong offline presence for Statera Fitness. These assets maintain brand cohesion and serve as key touchpoints for potential clients, reinforcing the brand’s vibrant and transformational identity.

04

Spin-Off

Designing assets for Dry January

For Statera Fitness’ Dry January program dubbed The Sauce Free Society, I developed a spin-off identity that maintained the brand’s core elements while emphasizing mindfulness, community, and well-being. This identity extended across digital and print assets, supporting a structured yet inviting program that combined fitness, meditation, and networking for a successful alcohol-free month.

05

Webdesign

Website Design & UX Writing

I built the Statera Fitness website using WordPress, crafting both the UI design and UX writing to clearly communicate Bruce’s coaching philosophy. The site balances an engaging, high-energy aesthetic with clear, intuitive navigation, making it easy for visitors to learn about services, book sessions, and engage with the brand.

Methods

  • Desk Research

  • Competitive Analysis

  • Low-Fidelity Prototypes

  • High-Fidelity UI Design

  • Brand Style Guide


Skills

  • Branding & Identity Design

  • User Interface (UI) Design

  • User Experience (UX) Design

  • Typography & Layout

Tools

  • Figma (UI/UX design, prototyping)

  • Illustrator (branding assets)

  • Photoshop (image editing)

  • Wordpress

Conclusion

The Statera Fitness identity strikes a balance between strength and mindfulness, energy and transformation. Designed for Brighton, a city known for its thriving wellness scene and saturated with yoga instructors and fitness coaches, the brand needed to stand out while remaining accessible. The bold yet fluid visual language sets Statera Fitness apart, offering an alternative to both hyper-masculine gym branding and the softer aesthetics common in the yoga and wellness industry.

— THE TAKEAWAY

From the logo and website to print materials and campaign branding, every element reflects Bruce Robertson’s coaching philosophy while resonating with Brighton’s dynamic, health-conscious community. This cohesive identity not only differentiates Statera Fitness but also creates a strong foundation for future growth and engagement.

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©

Stéphane Flesch

2024