TrueWest Fitness specializes
in custom workouts and nutrition plans
designed for the busy individual through
private, semi-private and group exercise instruction.
After years of working for fitness clubs, Sarah decided to take the plunge and start her own business. Specializing in the progression from light to heavy weights, she’s developed a unique 5-point program not found in most large chain gyms. Furthermore, she keeps her clients motivated and focused with clear short- and long-term plans to help them reach their fitness goals.
Using the play on “true north,” we developed a logo with a subtle nod to the compass that has an arrow pointing west. The color palette pairs teal and bright salmon with grays rounding it out. We created several submarks for use in all of TrueWest’s social media—a great channel for marketing to potential clientele.
When it came to photography for the site, we focused on finding imagery that exudes strength and a sense of movtivation without looking “staged” or too polished. The photos include people in the age ranges of 40–50 (TrueWest’s target market) and a sun flare whenever possible which adds an optimism to the site.