Fitogram provides software solutions for fitness professionals all over Europe to simplify both business and client management.
The software FitogramPro helps to manage online bookings, customer acquisition and management, payments and accounting as well as business insights. Founded in 2013 in Cologne the company grew quickly in size – also due to its strong connection to Urban Sports Club.
Fitogram’s founder Francois X. Casanova commissioned us to reshape their brand strategy and to redesign their visual identity. Their goal: a stronger and more recognizable brand appearance across all media channels.
We started the collaborative process with a brand workshop with Francois and the core marketing team. Here, we first analyzed the status quo and and target group / user behaviour and then reshaped brand essence and developed a new and strong brand belief.
Fitogram’s new brand belief: Nothing should stand between people and their passion for sports.
We designed a new logo that plays with the brand name’s first letter, adding sportiness and dynamic to it. The logo can be used perfectly as a stand-alone for both the app logo as well as for various communication channels.
While blue is the main brand color for Fitogram, we made use of additional colors to communicate and differentiate all sport verticals, such as Yoga, Pilates, Crossfit, Fitness and Outdoor sports. This color code is applied to the vertical landing pages on Fitogram’s website as well as to the respective communication materials.
As the company’s new corporate font we introduced Maison Neue in Book and Bold. It reflects the brand’s combination of delivering a secure and reliable service on the one hand and, on the other hand, a progressive focus on enabling everyone to do more sports. For open source applications and shared widgets we are using Karla from Google Font Library as a fallback font – a fitting alternative that still reflects the brand’s image to a certain extent and guarantees readability at the same time.
Derived from the diagonals in the signet, we developed a graphic system that uses gradients applicable to website, app and various communication collateral – always following the color system for the different verticals.
Based on those Branding Guidelines, we helped Fitogram to redesign the Fitogram Marketplace and the FitogramPro Marketing Site. The code was custom developed by our IT partner CodeControl.
We also created a branding manual in which we defined logo use, color palette for both print and digital, typographic specs, wording, and the use of graphic elements and print templates. This is still work in progress.
To communicate their in-depth knowledge and to support their customers, Fitogram publishes vertical related studies on a regular basis. We developed a basic layout system for them that they can now use in-house as a template to create studies on their own.