Up to the Beat Fitness was once a completely different brand before they came to us for a total rebrand, including the name. We dove into a brand strategy to come up with the identity and then got into the essence of the brand. As the founder, Gina B. has a bold, electric and energetic personality, we knew we needed to lean on those elements to weave throughout the brand. We did this by adding a hand-written touch in the brand name, but also by using bright colours throughout all the collateral, including apparel, DVD covers and website.
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