Fitness Time | Laura AlSalem

BRAND MANAGEMENT

Ensured consistent brand identity across all touchpoints, maintaining alignment with strategic goals

BRAND DEVELOPMENT

Revitalized brand perception through refreshed visuals, messaging, and engagement strategies.

BRAND UPLIFT

Expanded and evolved the brand by introducing new concepts, categories, and market positioning.

Brand Uplift
*Aspired Identity

Led a strategic brand refresh to modernize Fitness Time’s identity. Simplified the logo for better recall and adaptability while consolidating sub-brand logos to create a cohesive portfolio. The transition from "Fitness Time" to "FT" was executed gradually—first internally, then to members, and finally across digital platforms.

Group Classes Rebrand Project

Rebranded Fitness Time group classes to expand program offerings and enhance audience clarity. Developed a color-coded categorization system, simplifying the member journey while giving each category a distinct identity.

*2021 rebrand visualized

In 2024 and ongoing, the GX is going through a second uplift which delves deeper into the instructors profiles from tone of voice, conduct and appearance, as well as suggested brand ambassadors, collaborations, member perks, and most importantly the member's journey

Mega Event
Levitate

Fitness Time set a historic milestone by breaking the world record with 375 jumpers in the largest group trampoline workout, officially recognized by Guinness World Records. My team and I spearheaded the digital communication strategy, crafted all visual designs, and developed the on-ground branding to shape the event’s overall look and feel, ensuring an unforgettable experience.