HER FYTE CLUB

Brand Strategy + Full Visual Identity Design

Logo Suite (Primary, Secondary, Submark + Brandmark)

Custom Graffiti-Inspired Brand Assets

Gym Apparel + Training Wear

Social Media Templates + Campaign Assets

Marketing + Sponsorship Collateral

about this project

Her Fyte Club needed a brand identity that could challenge the traditional look of combat sports while creating something made specifically for women.

The goal was to build a visual identity that felt strong, energetic and unapologetically feminine without falling into the usual clichés of pink fitness branding or overly masculine fight-gym aesthetics.

The result is a bold, expressive identity built around confidence and community designed to help Her Fyte Club stand out in a traditionally male-dominated space.

Her Fyte Club logo in burgundy and pink with a heart-shaped fist icon on white background

THE LOGO SUITE
Strong enough to fight. Bold enough to be remembered.

Her Fyte Club's logo identity combines bold typography, an expressive brandmark and a punchy colour system to create a brand that feels energetic, confident and distinctly Her Fyte Club.

Every element was designed to work together across the gym, digital platforms, apparel, campaigns and community touchpoints giving the brand a recognisable visual language wherever it shows up.

BRAND ASSETS
BUILT TO HIT DIFFERENT

The custom illustration system gives Her Fyte Club a visual language beyond the logo.

Hand-drawn, graffiti-inspired assets translate the energy of training into bold graphic moments that can flex across social content, gym graphics, merchandise and campaigns giving Her Fyte Club plenty of personality without losing consistency.

APPAREL
FROM THE GYM TO THE STREET

The Her Fyte Club identity was extended into custom training apparel designed to feel like part of the brand not an afterthought slapped onto a blank T-shirt. Custom Muay Thai shorts and tee's bring together the existing HFC artwork, typography and brand system, creating apparel that feels bold, feminine and unmistakably Her Fyte Club.

  • Black wrestling gear set with pink heart graphics and Thai text on shorts, top, and T-shirt

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  • Pink and white streetwear set with graphic tees and shorts, featuring a bed frame design

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  • Black and pink streetwear set: shorts, skirt, graphic tee, and black logo tee on bright pink background

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  • Maroon Heryt Club apparel set: two graphic T-shirts and matching shorts on a pink background

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  • Black and pink graphic T-shirt and shorts set with bold lettering, shown front and back

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  • Pink T-shirt mockup with bold white text on front and back views, plus folded shirt views on the right.

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  • Black and pink graphic T-shirt and shorts set with neon punk-style text and crystal-like designs

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  • Black and pink FYTE apparel set: shorts and T-shirts with bold slogan graphics on a pink background

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  • White and black shorts and white T-shirts with pink/red graphic prints on a pink background

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  • Maroon T-shirt and matching shorts set with white graphic print on a pink background

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BRAND ASSETS
BUILT FOR REAL LIFE

A brand identity is only useful if people can actually use it. The HFC identity was extended into a flexible digital system spanning social content, promotional campaigns, community updates, events, newsletters and sponsorship materials.
Each application was designed to feel unmistakably HFC while giving the team the flexibility to communicate consistently as the club grows.

From everyday reusable templates to larger campaign and community touchpoints, the system gives Her Fyte Club a recognisable visual language wherever the brand shows up.

  • Three pink-themed phone screens display social media posts on a dark magenta background.

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  • Pink-and-black social media quote collage with a central post reading “Some days you win, some days you learn.”

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  • Pink and black fashion collage with a phone mockup, icons, and several edgy poster-style thumbnails

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  • Maroon brochure spread with white text and a small heart logo on a pink background

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THE RESULT

A BRAND WITH SOMETHING TO SAY

Her Fyte Club now has a strategic brand identity built to do more than look good. It gives the brand a clear point of view, a recognisable presence and the flexibility to grow across every touchpoint as the community continues to build.

From the gym floor to digital content, apparel and future campaigns, this brand identity has got it all on lock and ready to go.

Side-by-side judo scenes: black-and-white portrait on the left, athlete in maroon gear celebrating on the right.
Pink-and-black laptop on dark steps with striped background and glitchy screen design
Pink “Help the Fit Club” tag on dark textured fabric background

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