Challenge

When Nick Evans approached me to develop the brand identity for Symmetry Strength & Conditioning, he already had a clear vision for what he wanted the business to represent.

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More than a fitness brand, Symmetry was built around a philosophy: balance. Balance between strength and wellbeing, discipline and flexibility, training and lifestyle. The challenge was creating an identity that captured this holistic approach while still communicating the power, expertise and energy expected from a strength and conditioning brand.

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Brand Strategy

At the heart of the brand was the concept of symmetry itself.

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Nick had already envisioned the name as a reflection of his approach to health, nutrition and life, with balance being the foundation of everything he did. The brand strategy centred around bringing this philosophy to life visually, creating an identity that felt intentional, grounded and meaningful.

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The original logo concept came from a hand-drawn illustration created by Nick's partner, featuring two fish flowing around each other in a representation inspired by the Yin and Yang symbol. Rather than replacing this personal element with a more traditional fitness aesthetic, I saw an opportunity to preserve the story and transform it into a professional brand asset.

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Creative Direction

I recreated the original artwork digitally, carefully maintaining the sense of movement and connection within the symbol. The result was a distinctive mark that represented balance, flow and harmony while remaining strong enough to stand confidently within the fitness industry.

The visual identity blended ancient philosophy with modern strength. The Yin and Yang influence was balanced with a bold red and black colour palette, representing power, energy and determination.

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A custom type treatment was developed for the primary logo, supported by All Round Gothic as the brand font to create a contemporary, confident and cohesive visual language.

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To ensure flexibility across different applications, I also developed a vertical logo variation, allowing the brand to translate effectively across merchandise, including branded water bottles and future product opportunities.

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Beyond the visual identity, I supported Symmetry Strength & Conditioning's launch by developing an initial month of social media content, providing Nick with the tools and confidence to continue building the brand's online presence independently.

 

Outcome

The result was a brand identity that felt authentically connected to Nick's philosophy while creating a professional foundation for business growth. Symmetry Strength & Conditioning launched with a clear visual presence that communicated its core values of balance, strength and wellbeing.

One of my favourite parts of this project was preserving the personal meaning behind the original sketch. The strongest brands often begin with a simple idea or story, and my role is to uncover that essence and transform it into something people can see, feel and connect with.