Brand DNA

Built titling

Studija slučaja · Brending

Personal trainer Šolaja Miloš

Personal trainer rebrand through sharp geometry and an emerald palette

Klijent: Šolaja Miloš
Industrija: Fitness and health
Godina: 2025
Trajanje: 30 days

0 fontova

0 boja

0 moodboard

0 usluga

Polazna tačka

Izazov

Šolaja worked as a personal trainer without a clear visual identity to set him apart in a competitive fitness market.

What wasn't working

No logo - clients couldn't recognize him or recommend him to others
Generic communication - he used standard fitness phrases with no personal touch
Inconsistent materials - every post or document looked different
Weak memorability - the Šolaja name got lost among competitors

The end result

Without a recognizable brand, Šolaja was losing potential clients who were looking for a professional trainer with a clear identity.

Naš pristup

Rešenje

We developed a sharp, geometric identity that puts the focus on the letter M as the central recognizable mark.

Identity moves

Geometric logo - the letter M with sharp edges as a strong visual anchor
Emerald palette - #66C2A2 as the main color that stands out from the typical reds and blues
Built Titling font - an industrial character that reflects the seriousness of the training
Minimalist application - a black and white combination with emerald accents

The effect

The new identity lets Šolaja build a recognizable personal brand through consistent visuals.

Tipografija

Glasovi brenda u pikselima

Primary

Built titling

Probajte uživo

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Built Titling is an all-caps display font created by Canadian designer Raymond Larabie of Typodermic Fonts, designed specifically for building firm, compact headlines on screen.

Strengths

Compact firmness: Solid proportions and subtle curves deliver authority and clarity across five weights from Extra-Light to Bold, ideal for a fitness brand that needs to convey strength and reliability
Smart scaling: The font gets narrower as it gets lighter, which allows large headlines without worrying that words won't fit on a line - a practical advantage for web and mobile apps
Neutral trust: Designed with trust and neutrality in mind, the wraparound shapes speak in a journalistic voice with a subtle curve that evokes a different era of newsprint

Tone of voice

When Šolaja uses Built Titling, the brand sounds authoritative and approachable - like an expert fitness trainer who shares knowledge clearly and directly.

Best for

Primary headlines: The all-caps format and firm construction are ideal for main headlines on the website and in the app
Call-to-action buttons: Its compact nature keeps clarity even at smaller sizes on sign-up or booking buttons
Branding materials: Five weights (from Extra-Light to Bold) offer flexibility for a range of branding needs - from logotype to packaging

Secondary

Roboto

Probajte uživo

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto is a grotesque sans serif created by Christian Robertson for Google in 2011, with a dual nature that combines the mechanical skeleton of geometric forms with friendly, open curves. It's ideal for secondary elements of a fitness brand looking for a modern, approachable tone.

Strengths

Legibility on every device - it was designed for Android systems and high legibility on digital screens
Natural reading rhythm - it doesn't force rigid geometry but lets letters settle into their natural width
Flexibility - available in a wide range of weights from Thin to Black, plus Condensed variants

Tone of voice

A brand that uses Roboto sounds technologically aware, accessible, and reliable - perfect for a fitness industry that combines science with practical results.

Best for

Secondary text such as descriptions, product specifications, nutritional information
Long body copy in blogs or apps thanks to its natural reading rhythm
UI elements that require clarity and neutrality

Paleta boja

DNK identiteta, kliknite za detalje

Emerald

#66C2A2

Black

#050505

Ivory

#F6F7F7

2.19.8

Emerald

Primary

Emerald #66C2A2 is a natural choice for a fitness brand because it immediately evokes vitality and recovery - colors that are key in that industry.

What it conveys

Health and nature - green is universally linked to wellbeing and organic energy, which speaks directly to your focus
Freshness and regeneration - this warm emerald suggests active body renewal, not just burning energy
Reliability - green is more stable than red, which makes clients feel you're a serious partner in their transformation
A break from red - while many fitness brands use red for aggression, you stand out as a brand that understands a holistic approach to health

The feelings it stirs

Emerald is calming, but not passive. It makes people feel like they're doing something smart for themselves, not like they're suffering. That's a big difference in a fitness industry dominated by aggressive psychology.

Best for

Primary CTA buttons - "Start training", "Book a session" - emerald is inviting enough to draw attention without being aggressive
Header sections and icons - it builds excellent visual hierarchy without tiring the eye
Accent for progress indicators - green naturally signals "going well", which is perfect for motivational elements

20.41.0

Black

Secondary

Black #050505 is an ideal choice for a secondary element of Šolaja's visual identity because it creates contrast and firmness across the brand's communication, while reinforcing the perception of professionalism and control.

What it conveys

Control and discipline - black is the color of determination, essential in a fitness industry where regular practice and consistency are the basis of results
Sophistication - as a secondary color, black never goes out of fashion and makes a design look mature rather than trend-driven
Contrast - it ensures clear legibility of text, buttons, and action elements, which matters for the user experience
Focus - it reduces visual noise and lets the primary color and message stand out more clearly

The feelings it stirs

In a fitness context, black doesn't feel cold or distancing but rather assured and competent. Clients feel like they're in the hands of an expert who knows what they're doing. That mix of formality and strength strengthens trust in the program and the results.

Best for

CTA buttons - "Sign up" or "Get started" buttons in black carry clear action and don't interfere with the primary design
Headings and sections - black labels separate content and make navigation easier
Text and details - fonts, icons, and borders that reinforce structure without dominating

1.119.6

Ivory

Secondary

#F6F7F7 is a soft, neutral ivory that provides visual rest without dominating. For a secondary role it's a perfect solution because it lets the main colors shine while keeping the interface readable and modern.

What it conveys

Cleanliness and hygiene - key for fitness and health, it makes a space feel healthy and safe
Minimalism - a modern, unpretentious aesthetic that doesn't distract
Openness - the light color visually expands the space and makes the design bright and pleasant
Professionalism - its neutrality gives it credibility without aggression

The feelings it stirs

Ivory is discreet, almost neutral - it doesn't make a dramatic impression but quietly builds trust. In health and fitness that's an advantage: if a user sits between the main color and #F6F7F7, the eyes drift slightly away from stark white paper, which improves readability.

Best for

Backgrounds for secondary components - cards, panels, groups of controls that aren't the main focus
Dividers and lines - a thin border in this color separates sections without visual noise
Text areas or forms - a gentle contrast with black text, easy on the eyes during longer use