Creating an identity for a fitness and wellness brand.

Morgan Richards is a Newcastle based fitness and health trainer who helps her clients take care of every aspect of their bodies; from working out, to eating a balanced diet, to destressing and taking time to reflect. She needed an identity for her fitness brand, Muse Fitness.
Freelance work
Graphic design
Brand identity

A powerful, motivational brand identity.

The outcome presents Muse Fitness as a motivational yet natural and organic brand that goes beyond just helping people exercise better, by actively encouraging them to meet fitness goals and get healthy. A variety of graphic assets were produced for Morgan to use, including business cards, letterheads and flyers. Applying the brand to sports products like bottles and vests has helped make Morgan, and her clients, noticeable inĀ  the gym.

My line of work is competitive and Jamie has definitely helped me stand out. He was creative, effective and efficient.

Morgan Richards, Qualified Personal Trainer

Exploring a range of logo ideas and iterations.

A quick audit of some existing health and fitness trainers showed how many are focussing more on meditation and yoga than on general healthy living. This presented the opportunity to create a bold, contemporary logo that would stand stand out from some of the more serene styles associated with yoga. Morgan was keen for the brand to feel natural and organic, so inspiration for the logo was found in hand drawn and painted script typography.
Jamie Samman
Multidiscplinary designer
+44 (0)7375 511859
Designed and built by
Jamie Samman in Webflow.