The challenge

Winchester-based Onfirefitness operated in a saturated local market filled with personal trainers and small gyms. Their existing brand had been around for a while but lacked differentiation. They needed a disruptive brand identity that would stand out and better reflect their unique, personable, community-focused approach beyond their existing 'Live long, be strong' statement.

The process

Getting under the skin

I analysed local fitness providers both big and small, revealing that everyone was saying similar things and targeting the same audiences. There was a clear need for more inclusive positioning that reflected Onfirefitness's unique community approach.

Uncovering the magic

Onfirefitness believed the more people can move, the stronger they become—and that anyone can move more. Fitness should be accessible to anyone regardless of age, ability, or body type.

Getting right to the heart

A brand system drawing visual cues from emergency services (referenced in their name), positioning them as the only choice for accessible community-focused fitness.

Consistency delivered

A bold symbol representing movement that can be reflected, scaled, and multiplied, versatile graphics system forming seamless textures, applied across refreshed website, advertising, banner flags, clothing, and social media.

The results

Successfully repositioned Onfirefitness as an inclusive, community-focused fitness brand that disrupts the local market through its visual approach and accessible community-focus. The brand identity is being rolled out across all touchpoints with continued strategic support.

Services

Brand audit + Marketing audit + Competitor audit + Brand positioning + Creative platform + Printed collateral + Social posts + Sub brands + Event materials + Website refresh