LAW Fitness is a personal trainer business needed a brand identity that genuinely spoke to Christchurch men aged 18 to 25. The fitness world is full of clichés, so we dug into the research and found a clear gap. The research showed young men wanted support that felt personal, genuine, and down-to-earth.
That insight became the Single Organising Idea of Brotherly Guidance. No pressure. No ego. Just real fitness for real guys. From there, we created a bold but friendly visual identity using strong type, energetic colour that they were drawn to, a brand pattern inspired by the 'dap', and honest imagery that matched the way the audience sees themselves.
The result is a clear, modern brand identity that cuts through the noise and positions LAW Fitness as the place where real guys find real support.
"Working with Goulden Design was such an easy process. I got answers to questions I didn't even know to ask, and the final result looks fantastic! Thanks for helping bring LAW Fitness to life."
Driven by the idea of Brotherly Guidance, this identity turns emotional insight into a personal trainer brand young men can trust. In a space crowded with high-pressure, ego-heavy trainers, LAW Fitness offers a calmer, more relatable path for beginners finding their footing.
