Sole Strength KC is a personal training brand founded by a driven, no-nonsense fitness coach with a mission to empower clients—especially women—to find strength, confidence, and joy in movement. She needed a brand that was just as bold, authentic, and grounded as her training philosophy. I partnered with her to create a cohesive visual identity that could stand out in crowded gym spaces, feel approachable on social media, and carry weight across local partnerships.
Role:
Brand Designer
Industry:
Fitness
Duration:
9 weeks
Challenges
Unique Positioning: Differentiate Sole Strength KC from the sea of hyper-polished fitness brands and influencers with a look and feel that felt personal, real, and empowering.
Versatile Visual System: Build a brand identity that worked across social platforms, print collateral, and wearable merch.
Brand Consistency: Ensure the visual language communicated both strength and approachability without relying on cliché fitness tropes.
Local Recognition: Create a design system that would resonate with Kansas City locals and help the brand grow through word-of-mouth and community connections.
My Approach
Discovery Phase
Brand Foundation Workshop: Worked closely with the founder to define the brand’s tone, target audience, and key differentiators.
Visual Research & Moodboarding: Explored fitness branding trends, collected local inspiration, and created moodboards to hone in on an aesthetic that felt both grounded and bold.
Design & Development
Logo Design: Designed a custom logotype and icon system that communicates strength, movement, and personal empowerment—easily adaptable for social avatars, t-shirts, and signage.
Color & Typography: Developed a gritty, yet refined palette with strong contrast—paired with typography that balances clean utility with character.
Social Templates: Built out branded templates for workout tips, client testimonials, and promo announcements to streamline her online presence.
Print Collateral: Designed business cards, gym posters, and postcards for local drop-offs—each crafted to be eye-catching and on-brand.
Results
Sole Strength KC launched with a bold, unified brand that instantly captured attention in the local fitness scene. The visual identity gave her the confidence to show up consistently online, attract new clients, and stand out in gym spaces packed with generic branding. Local businesses took notice too—partnership opportunities and referral growth came naturally as the brand established its presence.
Future Plans
Website Launch: Build a website to host services, booking, testimonials, and branded resources.
Branded Apparel: Expand into merchandise—tanks, sweatshirts, and tote bags to turn clients into walking brand advocates.
Email Design: Develop an email template for fitness tips, promotions, and client engagement.
Community Events: Design branded assets for group fitness classes or pop-ups in collaboration with KC wellness brands.
Conclusion
Building the brand for Sole Strength KC was all about amplifying authenticity and personal connection. We created a visual identity that highlights the trainer’s unique voice and approachable strength—something that immediately resonates with gym-goers and wellness enthusiasts alike. With a brand system that works seamlessly across social media, printed materials, and community engagement, Sole Strength is set up to grow its audience and build a loyal client base with confidence.
