Embrace are an independent dance and fitness company based in Cornwall, dedicated to creating a welcoming space for women to exercise in a fun way. With a wide customer base, from toddlers to retirees, the challenge was to create a brand that had versatile appeal, free from gender, body shape, skin colour, age and ability. Accessibility was put at the forefront, creating a clean, clear, and functional style. The owner also wanted to convey the gym’s welcoming ethos as well an emphasis on health and wellbeing.

The new design system centres around ring shapes, reflecting the ‘togetherness’ ethos of the business. These rings can be seen throughout the logos, patterns and icons of the rebranding.

To eliminate gender, body shape, skin colour, age from the branding, the rings are used to represent different activity types, split and reconnected in various combinations.

For the logo, each letter was individually tailored into ring shapes from the chosen typeface Quicksand; a clean, bold sans serif with a soft, buoyant feel.

The colour palette touches on the original Embrace branding of baby blue and peach, strengthened with deeper navy tones and pink-purple that pops against the warm hues. This palette brings a new energy to the overall look of the branding.

As well as a full rebrand and new guidelines, I also reworked the website UI and UX to ensure their online space reflected the new style.

embracedancefitness.co.uk

Services:

• Branding consultation
• Rebrand including new logos and brand guidelines
• Website Design
• Navigation and customer journey redesign
• Search engine optimisation
• Social media templates

If you’d like to talk about attracting more customers through strategic branding and great web design, just drop me an email.

Emma Hudson is a creative branding and graphic design specialist based in Falmouth Cornwall.