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Project: Giving Fiit a voice – the construction of Fiit's brand identity, and upkeep of Fiit's brand playbook.

Story: As the #1 rated fitness app, the pandemic thrust Fiit into the spotlight overnight. Consumer behaviour changed dramatically and suddenly Fiit had a major player audience with a minor league brand. With around 1000% growth came a confused brand personality.

To construct the brand personality I leveraged insights from Fiit’s roster of world-class trainers to understand how to get the best out of people. After interviewing them and researching their philosophies, I created a brand personality that uses their combined methodologies as the foundation. I call it, Coach Fiit.

As Creative Lead, this was an ongoing project – with some elements changing from season to season. The amount of work I did on this was substantial, so it only makes sense to show the main bits.

Please excuse that this isn't the most beautifully designed thing in the world. Our designers are always busy, this isn't an excellent use of their time.

Below I've also shared a taste of the thousands of pieces of content I created over the years at Fiit – with a small insight into how they relate to this project.

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Social content: No Context Fiit #nocontextfiit – reactive videos that meme Fiit's fitness content & make a social commentary

Heatwave

Tables of 6

Pubs reopening

Social content: Joe Biden's Peloton Bike was deemed a security risk and banned from the White House. So I set him up with a membership and sent him a Fiit Tracker.

Social Content: FIIT TIIPS – Tutorial videos to help customers improve their form.

App engagement: Super Saturday is a monthly competition where customers battle each other in the app for prizes.
But, with app engagement dipping, we gave it a new identity that tapped into our innate sense of play.

Digital ads: Welcome to the attention economy. Where everywhere’s a marketplace, everyone’s got a story to tell, and engagement is at a premium. After months of testing, we found a formula that worked for us. Playful, irreverent, attention-seeking copy, mixed with a functional customer narrative. Groundbreaking or obvious? You be the judge.

UX copy – in-app & update release notes: Without big budgets, we need to find interesting places to tell Fiit's brand story. Words can create moments of enjoyment at every turn.
And although the following touch points are a little hidden, they’re often realised by the community and enthusiastically shared.