Rooted in their brand values Desire, Motivate and Support, DMS Fit is a personalized one-on-one fitness studio. We were brought in to help reenvision their entire brand identity from the ground up.
We started with a complete refresh of the logo. Throughout our strategy session, it became clear that DMS wanted to have a welcoming, and encouraging personality. The logo was designed around weight plates, with thick strokes providing a solid foundation of strength. The color palette balances a welcoming and hard work vibe without feeling intimidating.