Flat Out 30
Company
Flat Out 30
Year
Mar 2020
Project Scope
Developing a brand identity for a new fitness challenge.
The Ask
FlatOut 30 approached me because they needed a strong identity for a new fitness challenge. The programme was built around high energy, community motivation, and measurable results, but none of this had been articulated visually or verbally. They needed a clear brand direction, a recognisable identity, and a visual system that worked across social channels, merchandise, and future marketing content.
Their main requirement was simple. Create an identity that felt bold and motivating. It had to stand out in a busy fitness market and appeal to people who wanted structure, daily accountability, and a sense of progression.
Project Scope
I led the full development of the brand foundation. The scope covered:
- defining the brand concept and personality
- creating the name and narrative framing for the challenge
- designing the core logo and visual identity
- exploring typography, colour systems, and imagery style
- creating social templates and visual assets for daily challenge posts
- preparing guidelines so the identity could scale across future programmes
This scope ensured that the brand launched with a clear voice and a consistent visual language.
The Opportunity
The opportunity was to shape the identity before the market shaped it for them. When a fitness challenge launches without a strong frame, it quickly becomes lost among trends and generic messaging. By creating a clear concept from the start, we could set the tone for how people understood the challenge and what made it unique.
The idea of “FlatOut” held real potential. It communicated intensity, effort, and momentum. The identity therefore needed to express that same sense of movement and clarity. This allowed us to position the challenge as structured, energetic, and accessible without pushing into extremes.
Design Principle
A set of principles guided the creative direction.
- Keep the energy visible. The identity needed to capture pace and commitment.
- Make it accessible. The design had to speak to people at different fitness levels, not only experienced athletes.
- Create flexibility. The brand needed to work across social posts, stories, merchandise, and future digital content.
- Build a system, not a moment. The visuals had to support long term use, not just a single campaign.
Identity and Visual System
I began by defining the core narrative. FlatOut 30 represents a thirty day commitment to structured movement, clear progress, and community accountability. The identity therefore needed to match that rhythm.
The final system used strong geometric shapes, clean lines, and high contrast colour palettes to create a sense of momentum. The typography was chosen for clarity and modernity. Social templates used modular layouts so content could be produced quickly, which is essential when posting daily challenge updates.
This system allowed the brand to communicate with consistency, even when content volume increased.
Impact
The identity helped FlatOut 30 launch as a recognisable and coherent brand. It gave the team the confidence to market the challenge, build community interest, and grow their audience through consistent visual storytelling.
The templates and guidelines reduced production time and made it easy to create daily content without losing brand quality. As a result, the challenge achieved strong visibility across social platforms and attracted early participants who felt connected to the clarity of the message.
My Responsibility and Team
I led the project from concept to delivery. This included the brand narrative, identity design, visual system, and the creation of ready to use assets. I also ensured that the system could scale into future programmes, which protected the long term value of the work.
The team was small and collaborative. I worked directly with the client to ensure that the identity reflected the spirit of the challenge and the needs of the community they were building.
