Case Study

Neon Fitness

Fitness Brand Identity


As a personal training start-up, Neon Fitness needed to define their brand and position themselves in a competitive market for success. They wanted to provide custom workout programs that are personalized for that specific person and their needs. It was important for them to create a cost-effective solution to expensive one-on-one training sessions while also keeping the personable aspect of one-on-one personal training.


Identity Design

Brand Messaging




Branding Guidelines


  • Set a clear brand foundation
  • Find a gap in the crowded fitness market
  • Define their target market



    • We defined their brand, ideal clients, and goals through an in-person discovery phase
    • Uncovered the look & feel
    • Defined what a win or loss is for the ideal clients
    • Created an identity design that fits the brand 
    • Positioned them in a market where they will be able to own the majority of the market

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      Strategy Phase

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      Discovery Phase

      We discovered that Neon Fitness wanted to help all sorts of people become healthier at an affordable price. They wanted to provide personal training for people with busy schedules who can't make it to the gym everyday. They wanted to be able to provide a tried and proven workout program while being able to keep it affordable. They wanted to provide coaching virtually through video messaging while also creating personalized programs based off their specific goals, needs, and skill level. Through that, we created a brand based off the idea of being virtually personable.

      Look & Feel

      1. Personalized
      2. Educated
      3. Understanding

      Tone & Voice

      1. Virtual
      2. Vibrant
      3. Accomplished
      4. Flexible
      5. Proud

      Brand Pillars



      Virtually Personable

      Positioning Statement

      For active people looking for an affordable personal trainer that fits their schedule, Neon Fitness is a personal training service in Indianapolis, Indiana that provides flexible, personalized training programs to fit your specific goals, schedule, and skill level while being available for coaching virtually at anytime, because getting fitness help should be affordable for everyone regardless of when or where you workout.

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      Visual Sport Photography
      Price Pandas Concept