Fitbarre Hamilton
Brand strategy, visual identity, logo design, website design, information architecture, content strategy, signage design, project management
The first barre studio in Hamilton, and only one of its kind, Fitbarre delivers an exceptional barre program—every class, every time. Founder and owner Sarah Johnson, a cardiac ICU nurse, discovered barre while on vacation and immediately knew she had found more than just another fitness trend; she found a way of life. With no barre studios in Hamilton, Sarah saw an opportunity to create an inclusive, supportive community offering fitness classes like no other.
This humble studio has become a thriving fitness hub who now boasts a team of seven qualified instructors, three front desk staff, and plans to expand to a second location. People of all ages and fitness levels come for the workout and stay for people.
Brand Vision
We used Fitbarre’s “Stronger Than You Think” philosophy to create a suite of visual elements—logo, tagline, and graphics—to inspire members to become the best versions on themselves. Candid photography with dramatic overlays and a simple colour palette of black, white, and buttery yellow gave the visuals a raw yet soft feel.
“Working with Michelle was the best decision I could have made for my business and my brand. Her expertise, professionalism, experience and communication throughout the entire process were exceptional. If you are looking for a collaborative, approachable design firm that takes their time to understand your brand's audience and intentions you have made the best choice working with Michelle and her team!”
— Sarah Johnson, Owner and Instructor, Fit Barre Hamilton
Logo Concept
Taking inspiration from the shape of a person at the barre, we created an icon from the “fb” initials in Fitbarre. The “fb” initials are held within a circle to suggest a community surrounding an individual as they work towards their fitness goals. Sans serif lettering in all caps keeps the typography clean and simple.
Website Vision
We wanted the website content—both written and visual—to portray Fitbarre as the safe, supportive community that it is. We used casual, playful language to give the site a personal feel. Client testimonials and candid photography further emphasize Fitbarre’s commitment to support its members, regardless of their fitness level, experience or age—to become the very best version of themselves.
Credits
Elissa Congo, writing