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BSF

Project

Visual Identity Design

Digital Design


Software
Adobe Illustrator

Adobe Photoshop

Overview

Ben from BSF is a dedicated personal trainer committed to assisting busy professionals in achieving their ideal physique, elevating daily energy levels, and optimising their overall performance. As his business expanded, so did the demand for a refreshed brand identity and an enhanced social media presence.

BSF_PULLUP.png

Challenge

The challenge was to design a logo that was impactful, versatile, and suitable for various applications, particularly merchandise and social media. It needed to convey a sleek, modern look while maintaining a polished and cohesive presence to effectively engage the audience.

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Targeting active, goal-oriented men, the logo also needed to reflect their ambition and commitment to personal growth.

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Solution

By simplifying the original logo into a clean wordmark, we're maintaining a strong connection with BSF's current audience while enhancing its visual impact. The choice of an improved modern typeface reinforces the logo's minimalistic features, ensuring it is both striking and adaptable, perfectly aligning with the brand's professional image and values.

 

This approach ensures consistency and versatility across social media and merchandise, delivering a strong, polished look that resonates with the audience.

BSF_LOGO1.png

Result

The 'F' in the acronym 'BSF,' representing 'fitness,' was designed as a dynamic focal point. By integrating movement into the letter, the logo became a unique visual symbol, reflecting Ben's mission to motivate busy professionals on their journey to achieve their dream physique.

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The stacked letters subtly reflect the brand's value of inclusion, symbolising unity and collaboration, while the slanted typography conveys a sense of performance and forward momentum, aligning with the brand's commitment to excellence and progress.

 

 By focusing on clean lines and a modern typeface, the updated logo offers a more contemporary, polished look that remains both timeless and flexible, positioning the brand for long-term success and growth.

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70% Company Growth

The company achieved remarkable growth within six months of the rebrand.

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120% increase in client conversions

The rebrand resulted in a significant increase in client interest and conversions within the first six months.

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Increase in content engagement

Clear and engaging content has helped the brand maintain client interaction.

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BSF_TEE_WORKOUT1.jpg
BSF WEIGHTS.jpg
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© 2025 by Scottdsgn

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