Rhian Coaching - Brand Identity
Rhian Coaching is a personal training brand based in London, focused on empowering young women to build strength, confidence, and a positive relationship with the gym. Rhian wanted an identity that reflected her approachable, motivational personality while giving her a bold and professional presence across digital and physical platforms.
My role was to create a full brand identity system, including logo, visual assets, typography, tone of voice, social media templates, marketing materials, and brand guidelines. The goal was to design something flexible enough to scale with her business while staying instantly recognisable and true to her values.
Rhian Coaching
London, UK
Personal Trainer / Coach / Fitness
Project Overview
Rhian Coaching needed a brand identity that could capture her energy, values, and professional expertise while standing out in the competitive fitness space. The brand had to feel bold and motivating, but also approachable and supportive, reflecting her mission to help young women feel stronger and more confident in the gym.
The scope of the project covered:
Logo & Visual Mark - a distinctive symbol representing growth and progress.
Typography & Colour System - creating hierarchy, clarity, and personality.
Social Media Templates - bold, scalable designs for Instagram, TikTok, and YouTube Shorts.
Marketing Materials - print and digital collateral to support her coaching business.
Brand Guidelines - a comprehensive system to ensure consistency across all platforms.
This approach gave Rhian not just a logo, but a complete identity toolkit designed to grow with her business and build lasting recognition.
Logo & Mark
Defining user journeys and priorities
At the core of the identity is a logo built around a series of expanding green arrows. These represent incremental progress, a visual metaphor for building strength and confidence over time. Each segment increases in scale, symbolising consistency, discipline, and forward momentum.
The mark has a subtle 3D effect, giving it depth and direction, while also standing alone as a distinctive brand symbol. This flexibility ensures it works across social media profiles, merchandise, and digital applications.
Social Media Identity
Social media is a key channel for Rhian’s business. The brand identity was designed to translate seamlessly into this space, using bold typography, layered brand patterns, and motivational messaging. The result is a feed that feels both empowering and instantly recognisable.
Photography was edited and integrated with the system to capture Rhian’s personality and the energy of her sessions. Templates were also created for Instagram, TikTok, and YouTube Shorts, ensuring scalability and ease of use as the brand grows.
Brand Guidelines
To maintain consistency across touchpoints, I developed a comprehensive brand guidelines document. This outlined logo usage, typography, colour palette, photography style, tone of voice, and social media treatments. The guidelines gave Rhian the confidence to create new content while staying on brand, whether for digital platforms, print, or merchandise.
Typography & Visual Language
The typography was chosen to complement the boldness of the mark, using Eurostile, a strong, modern sans serif that balances clarity with presence. Paired with a consistent colour palette and structured hierarchy, the system ensures legibility while conveying strength and approachability.
Brand in Use
The identity was designed to scale across a wide range of applications; from business cards and social content to apparel, merchandise, and digital assets. The flexibility of the system means it maintains energy and clarity in both layered compositions and standalone marks.
Outcome
The new identity gave Rhian a bold and empowering platform to grow her business. The brand reflects her practical, supportive coaching approach, while creating a consistent and professional presence that resonates with her audience.
“Nathan completely understood my vision and created a brand that feels authentic, bold, and true to me. I finally feel like I have an identity I can grow with.”
Rhian
Rhian Coaching