Freeletics｜branding visual refresh
creative direction / branding
Freeletics is a global fitness and lifestyle brand that combines sports science, AI technology, and behavior change to help over 56 million people worldwide become the greatest version of themselves.
Life, powered by fitness - After a decade of pushing boundaries in the fitness industry and supporting a global community in building consistent routines, we’ve expanded the universe of Freeletics. This meant refreshing our brand identity to show our core belief: fitness shouldn’t feel forced or extreme—it should be a natural, empowering part of everyday life. Our new visual identity celebrates consistency and reinforces our commitment to your lifelong journey toward health, strength, and balance.
We’re competent, authentic, and unapologetically extroverted. We speak with confidence, energy, and authority, because we know our stuff. Above all, we’re human. We bring motivation, insight, and originality to help you stay consistent.
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At Freeletics, diversity means more than skin tone. We showcase real people—of all genders, ages, body types, and fitness levels—across all training styles and phases. From light stretches to intense lifts, every Free Athlete is seen, supported, and celebrated equally.
Color Flexibility
As part of our refreshed brand identity, we’ve expanded our color palette—mirroring the growth of our training universe. Black and white remain our core, symbolizing consistency and focus, while new brighter accents reflect the diversity of fitness experiences—from personal transformations and nutrition journeys to outdoor sessions and bold muscle flexes. These colors add energy, inclusivity, and clarity to every moment.
Witty Graphics & Typography
Our graphic style is bold, witty, and full of character—designed for today’s fast-moving fitness world. Built on a flexible identity system, it combines agile accent colors with expressive illustrations and handwritten elements. This visual language adds a human touch while showcasing the strong, edgy personality of the refreshed Freeletics brand.
Photo Style Guide: Two Styles, One Goal
To support our mission of being your coach anytime, anywhere, we use two photography styles that capture the full Freeletics experience.
Visually distinct but united by the same values—consistency, determination, and authenticity.
1. Black & White Core
Our signature black-and-white style captures intensity and transformation. From sweat glistening in the shadows of a gym roof to muscles defined under a stark spotlight, this aesthetic lets the results speak for themselves. It shows raw effort, focus, and real outcomes without distraction.
2. Everyday Realness
This style highlights the consistency of fitness in daily life. From burpees under an open sky to after-work sessions on a living room rug, the surroundings become part of the story. These images reflect individuality and show how Freeletics adapts to your world, supporting your goals wherever you are.
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From Brand Marketing to Product — A Unified Visual Refresh
The Freeletics brand refresh brings consistency across product and marketing. Product design adds vibrant accents to a black-and-white base, pairing a minimal, edgy look with user-friendly design. Marketing assets are more flexible and impactful, adaptable across campaigns while maintaining a cohesive identity.
