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Statera Fitness
A Bold, Transformational Identity for Modern Coaching
Role:
Brand Designer
Duration:
1 year
Team:
1 designer (myself)
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
01
Brand Identity
01
Brand Identity
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.
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
02
Iconography
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.
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
03
03
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.
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
04
Spin-Off
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.
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
05
Webdesign
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.
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
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
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
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.
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.
— 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.
