Brand Strategy
Visual Identity
Identity System
Client:
Momentum, Joondalup
Year:
2026
Industry:
Health & Fitness
Momentum came to us at a pivotal moment. After years operating as a franchise, the team was ready to break free — and build something entirely their own.
The challenge wasn't just a rebrand. It was designing an identity capable of unifying three distinct offerings under one roof, communicating real value in a crowded market, and giving a community of loyal members something to feel proud of.
01
Brand Strategy
02
Visual Identity
03
Identity System
THE CHALLENGE
A gym that had outgrown its name — and needed a brand to match what it was becoming.
S30 Joondalup had built something genuinely special: an experienced coaching team, a strong member community, and an ambitious expansion into recovery and Pilates. But the franchise wrapper was holding them back. Members loved the experience; the brand wasn't communicating its value.
Founder Rachel Hollingsworth needed a brand that could do several things at once — stand on its own as a premium wellness destination, house three distinct sub-brands (Impact, Flow, and Thrive), and feel instantly familiar to the community they'd already built.
OUR APPROACH
DISCOVERY
We ran a deep brand audit and founder questionnaire to map Momentum's real differentiators — not what fitness brands usually say, but what this specific community actually values. Belonging, progression, and confidence led everything from here.
STRATEGY
Rather than treating Impact, Flow, and Thrive as separate brands competing for attention, we architected a system where each sub-brand inherits the Momentum identity while owning its own colour, mark, and tone — scalable, cohesive, and unmistakable.
DESIGN
The wordmark is set in an italic extra-bold that physically leans forward — motion encoded in the letterforms themselves. The icon, three angled elements that converge and cross, represents Impact, Flow, and Thrive as one inseparable system.
DELIVERY
We delivered a full identity suite: primary, secondary, and icon logos across every colourway; a structured colour system with strategic sub-brand application; typography hierarchy; and a brand dashboard ready to hand to any future designer or printer.
SECTION LABEL
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THE RESULTS
