Progressive Fitness is an online fitness equipment retailer, specialized in the sale of home-use hardware and accessories, focusing its retail operations throughout US and Europe, specifically UK, Spain, Germany, Italy, France and Romania.
As a newly-formed brand, ensuring a strong market position and building up customers’ trust were key objectives in Progressive Fitness' incipient strategy.
Our team helped Progressive Fitness reach these objectives by developing a solid and unique brand, further enforcing their identity through consistent brand applications.
The Progressive Fitness logo has been conceptualized as a custom wordmark, paired with a clean, minimalist graphic element expressing dynamics and built on a classic base grid tilted 12° to the right.
The entire logo composition was designed to promote progress and dynamism - key traits of Progressive Fitness' market position - while creating and maintaining customer impact and brand recognizability.
Progressive Fitness' ideal audience is aged 25 to 55 - yet 80% of their customers are 30 to 45 years old - and their income is above average. They are new or longtime supporters of home workouts, capitalizing on the benefits of saving time and costs through following digital exercise and nutrition plans.
Progressive Fitness aims to satisfy its customer base through providing entry- and intermediate-level fitness equipment intended for home-use, while pursuing core advantages such as practicality (i.e. foldable equipment) and a decent price tag.
Our team has also designed a custom icon set to support the Progressive Fitness brand and enrich their graphic assets portfolio used for developing product packaging and user manuals.
All icons were conceptualized and built on a rectangular grid to ensure consistency in size and style, then delivered in square and freeform formats.
Defining a clear set of rules and guidelines to ensure proper usage of the Progressive Fitness logo helped us speed up and simplify the process of developing brand applications.
Along with their fitness equipment and accessories, Progressive Fitness has been imprinting their newly developed logo on a wide variety of apparel and promotional materials.
Progressive Fitness is shaping competitive advantage in its market through their unique app connectivity feature and their tailored website content, which includes professional training advice, exercise sets, weight loss plans and other documented tips for generating visible results, building perseverance and leading a healthy lifestyle while exercising at home.
Customer care and product quality are other areas where Progressive Fitness comes on top of most competitors in their market segment.
Client quote: [TBA]
Timestamp: July 2020
