I was commissioned to design a bold, distinctive brand identity for Steele Fitness, a personal training business. The client needed a logo and visual system that conveyed strength, determination, and energy — values central to their brand and services.

The identity revolves around a stylised muscular arm integrated with dynamic typography, immediately evoking power and athleticism. The design reflects both the personal trainer’s name (Steele) and the resilience associated with fitness training. A deep red and black palette was chosen to emphasise intensity, discipline, and motivation.

I created a logo suite adaptable across digital and physical applications, along with branded merchandise concepts including T-shirts, gym key tags, and promotional graphics. The design ensures high visibility, whether used in print, apparel, or online marketing.

The final branding gave Steele Fitness a professional, striking identity that matches the energy of the fitness industry. The bold design strengthens recognition and helps the trainer stand out in a competitive market, while also offering flexibility for future growth into merchandise and wider brand applications.