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Neighborhood Fitness Club

«5 Yards»

  • Format: neighborhood fitness club
  • My role: Brand / Visual Designer
  • Scope: tone of voice, logo & visual identity, visual concept, social media and print design, brand book
Challenge.

Create a recognizable brand for a neighborhood gym: friendly, accessible, and easy to spot — with a system that works equally well in the gym interior, wayfinding, print, and digital channels. 

Context & Audience.
The club targets people living nearby, with positioning built around a “for everyone” format.

Brand tagline: “High five!”

Solution & Concept.
The core idea is the high-five gesture — simple, positive, and instantly readable.
The logo is built from two hands that form the number 5 when combined.

This logic was scaled beyond the logo into interior graphics and in-gym navigation. 

Visual System.
To communicate energy and momentum, the identity uses active red tones.

Bold neon lines were added as a signature element to increase recognition and unify all touchpoints into one consistent system. 

Deliverables.
  • Logo + adaptation set
  • Identity system: brand elements, graphics, and usage rules
  • Social media templates + print collateral
  • Brand book for consistent team execution across channels 
Business Impact.
  • Faster local recognition thanks to a friendly symbol and clear slogan
  • One visual system for all communications (social, print, interior), reducing design chaos
  • Branded navigation inside the gym improves orientation and strengthens a professional brand perception 
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Pricing

Visual Identity

From 750 $


Hourly rate: $25/hour.

A typical identity project takes up to 30 hours, including the main logo version, adaptations, and animation. 



What’s included


  • Logo — primary version, horizontal version, and a circle avatar adaptation (EPS, JPEG, PNG). 

  • Brand elements — brand typography, color system, and a pattern (ornament) to scale the brand across touchpoints and keep everything consistent. 

  • Bonus — business card design using your new brand elements. 

  • Guidelines (PDF) — logo versions, brand elements, usage rules, construction grid, clear space, mockups, plus the business card layout. 



Discuss your project

Brand Book

(Brand Guidelines)

From 2000 $


Hourly rate: $25/hour.

A full brand book typically takes up to 80 hours, including the logo, adaptations, and animation. 



What’s included


  • Everything from the “Visual Identity” package (full scope).

 

  • Market scan + brand metaphor — competitor review, brand philosophy, goals and mission, and how the brand “speaks” to its audience (tone and messaging logic). 

  • Identity assets + mockups — the final set is confirmed after you send the brief. Base scope (can be adjusted after the brief): 
  1. Business stationery (up to 5 items): business card, letterhead, envelope, folder, etc. 
  2. Promo merch (up to 5): pen, bag, notebook, mug, etc. 
  3. Outdoor sign (up to 2 examples). 
  4. Social profiles (up to 2 platforms): Instagram / YouTube / VK, etc. 
  5. Packaging (up to 2 layouts). 
  6. Company deck / proposal / catalog (up to 10 slides). 
  7. Apparel merch (up to 3 visualizations): T-shirt, cap, jacket, apron, etc. 

  • Brand book PDF — a fully built visual concept with logo, brand elements, and identity layouts (assets + mockups).




Discuss your project

Ready to work together?

Fill out the form — I’ll get back to you, help you choose the best option, and consult you for free.