Grow Girl Brand Identity
Female personal trainer branding | case study
Brief
Create branding for female personal trainer Hayley Madigan’s Grow Girl fitness app. Hayley is an expert in fitness, wellness and nutrition, with a primary focus on women’s health. She strongly promotes strength training, so the identity needed to feel confident and empowering without appearing overly feminine or “girly”.
Deliverables
Outcome
To solve this branding challenge, I developed a bold and confident visual identity that reflects Hayley’s strength-focused approach to women’s fitness. The solution needed to feel empowering, modern and accessible while avoiding stereotypical feminine cues. Through a considered set of brand assets and design deliverables, the Grow Girl brand was positioned to connect with its audience and communicate a strong, motivating personality.
Logo rationale
The brand mark consists of two interlocking ‘G’ letters representing Grow Girl. The symbol forms a strong, continuous link that reflects the powerful relationship between client and trainer.
The arrangement of the two Gs subtly resembles a confident human figure with folded arms, suggesting strength, resilience and determination.
Motion graphics
motion graphic branding for female personal trainer
To enhance the promo video for the Grow Girl app, I integrated custom visual assets, blending them with the footage to create a more dynamic and visually engaging result.
Social media template designs
Iconography
Custom icon set for app and website UI.
Custom designed patterns