TV.FIT
Building a brand for the Netflix of fitness content
TV.FIT is an online fitness video broadcaster, positioned as the Netflix of fitness. Offering a full spectrum of workout videos, from postnatal exercise to ultimate fighting training, it features both sports stars and celebrities. TV.FIT truly offers fitness options for just about everyone.
The idea:
‘Limbering Up’
The brand needed to be broad enough to capture the rich and varied catalogue of fitness content, while leaving viewers with something unique and memorable. The answer lies in the one consistent activity common to all fitness routines: Limbering up.
From this one thought we built a kinetic identity – one that echoes the warm-up process associated with starting all exercise routines. Letterforms that bend and stretch were modelled on common warm-up movements and stretches, making the identity a key user interaction that’s not only unique, but relevant on every workout video.
Motion identity
Website
Art direction
Category icons
Branded apparel
