A client approached us to develop a logo for his business, which specializes in coaching owners of Alloy Fitness franchises toward profitability. Through a collaborative discovery process, we clarified the brand’s core traits—direct, informative, passionate—and defined values such as integrity, authenticity, and agility. We also refined the target audience: primarily Type-A, performance-driven individuals, predominantly male and in their 40s.

These insights informed every aspect of the creative direction. Drawing directly from the brand’s name, we incorporated a spark element across various logo compositions to symbolize ignition, growth, and forward motion. This was paired with a bold, italicized sans serif typeface to evoke strength and momentum. The resulting identity is clean, energetic, and precisely tailored to resonate with the brand's driven, high-performing demographic.