Come As You Are. Get Where You Want To Be.

Come As You Are. Get Where You Want To Be.

Forte Fitness Identity Design

After a decade of working for a national franchise, owner and personal trainer Julian Kaufman decided to start his own fitness studio. Through years of working as a one-on-one personal trainer, Julian had developed an excellent client base and reputation. He turned to Widgets & Stone to help him create an identity that would reflect that excellence in his brand communications.

Widgets & Stone worked with regular collaborators Caleb Ludwick and Grant Dotson to create the name, the writing, the designs and the photography to properly represent the new endeavor. Forte Fitness was the result.

The name and overall look and feel were inspired by Julian’s Italian heritage. The name means strong in Italian, and is familiar to those who don’t speak the language. The Italian flag’s colors made their way into the logo and the “azurri” blue of the national teams plays a complimentary role in the palette.

Dotson Commercial is currently working on photographs that show how training and lifestyle go hand in hand at Forte Fitness. The black and white images stand out in the marketplace, but also match well with the colors and type.

Creative Direction: Paul Rustand, Mandy Meredith; Design: Amy Trumbull Harmon, Matt Greenwell, Brian Wleklinski; Writing: Caleb Ludwick; Photography: Dotson Commercial.