Penguin Boy designed a new brand identity as part of our work for the fitness franchise company At Home Fitness who work across the UK. The brief was to create a bold and contemporary identity which evoked a sense of movement and activity and would stand out in the crowded fitness marketplace. The final icon used the letters of the company to form shapes representing people doing fitness activities.

Our work then went on to applying the brand to the company’s website and marketing material which included organising a photoshoot to create a library of images for use on the publicity.