Visual Identity & Social Media
SimCo Fitness
SimCo Fitness is a queer-owned coaching brand redefining the fitness space with a sustainable, habit-focused approach. This rebrand paired nature-inspired visuals with strategic positioning and custom social templates to help them grow with clarity and purpose.
ROLE: Brand Designer & Identity Strategist
TIMELINE: 8 Weeks
DELIVERABLES: Logo Suite, Color & Typography Systems, Guidelines (including Voice, Values, Competitor Analysis, Positioning Statements, Customer Personas)
SimCo Fitness, a queer-owned personal training brand, needed a visual identity that felt as fresh and intentional as their philosophy. They reject toxic, results-driven gym culture in favor of sustainable, habit-focused coaching—and wanted a brand that could visually break from industry norms while appealing to a diverse, values-driven audience. With a growing online presence, the founder also needed flexible design assets that could educate and engage on social media.
Challenge
We began with strategy—mapping SimCo’s positioning against local and national fitness competitors to carve out a more grounded, holistic visual direction. The brand needed to evoke movement, nature, and authenticity—shifting the fitness conversation from aesthetics to connection, both with the self and the outdoors. Natural elements and organic shapes became key visual motifs to express this reconnection.
Approach & Strategy
Creative Execution
To bring that philosophy to life, I crafted a brand system that’s both vibrant and grounding. Custom organic shapes—originally created by hand with scissors and cardstock—were digitized to give the identity a tactile, human touch. These were paired with a bright, earthy color palette and clean black-and-white iconography to build a dynamic visual library. I also designed a suite of customizable social media templates for Instagram, making it easy for SimCo to share educational content and build community while staying on brand.
