INFO THE BACKGROUND Luke Eskesen Fitness offers specialist personal training services from a gym based in Holborn, central London. Since the global pandemic began in 2020, people value their mental and physical health more than ever before and are keen to implement exercise into their working day. Luke Eskesen Fitness saw the opportunity to expand their client base to focus on creating corporate fitness programs for City Of London based businesses who are looking to help the wellbeing of their staff. ​THE GOAL The objective was to facilitate growth in the corporate sector through the creation of a sleek and refined brand identity inspired by the visual language of health, fitness and sport.  ​THE SOLUTION The solution centres around a bespoke logotype that metaphorically suggests movement and strength. The logotype in combination with a stark colour palette is applied to digital applications such as a website and print applications such as business cards and T-Shirts.