When Fitness EM asked for our help with their Empower fitness brand we jumped at the chance not only to create the perfect identity for them, but to have our say about how the fitness industry creates an unrealistic expectation for women.

We talked with lots and lots of women with lots and lots of opinions. But the prevailing sentiment was, “Who has time!?” Along with, “All those women look perfect and the websites make me feel guilty.” With this in mind we set out to create a fun brand that spoke straight to women who want to get (and stay) healthy without living in the gym or investing in organic chia seed, whatever that is.

We created a small but mighty bird that embodies beauty, strength and more than a little sass. She became our inspiration as well as our brand guide. She is also a fantastic brandmark in a very crowded consumer segment. The Empower brand color palette stands out vividly against the sea of overly feminine pinks and severe black and browns that make working out more like a severe beating.