<visual refresh
for Freeletics branding>
My creative direction work for updating Freeletics' brand visual image, including brand color, font, shape, photography, UI.
life,
powered by fitness
With personalized, science-based training plans, tough love, and a realistic approach to life, help you achieve your fitness goals, develop consistent healthy habits and launch into a lifelong fitness journey.
We show the world that with the right tools, mindset, and coaching, anybody can build a determined, lifelong fitness habit and actually enjoy it.
typography
one family font.
customized Aktiv Grotesk (ex)
color
At our company, we maintain a consistent brand image by adhering to the 60:30:10 rule in our brand color system. This means that we use a base color of dark grey for 60% of our design, followed by a second layer of white for 30%, and an accent color for 10% to highlight hero moments or CTAs.
Our color system is highly aligned with our product design as we use the same base and second colors, along with similar accent colors. This ensures a cohesive and recognizable brand image across all of our marketing materials and products.
shapes
the shapes are generated from the hexagon grid.
they are the reoccurring graphic elements used in different freeletics channels.
it's a big part of activeness
and athleticism is breathing.
image style guide
pulse & sprint / base & flow
&
settings / treatments
pulse & sprint
style guide
Shows a high intensity training. Models should be pushing hard, similar to the Freeletics of 2014-2019. You have a goal and a challenge to achieve, so we show the grit, determination & focus on getting through the Coach workout (running, gym or bodyweight).
Shots should feel dynamic with powerful movement or a sense thereof. Your Sprint phase is not something you could sustain over months and can be represented by sessions across modalities with a higher intensity / weight. We show all athlete types and genders in their Pulse / Sprint, but models should be more edgy (styling, setup, look, etc), ideally some more trained, and we should show different age groups between 20- 45.
base & flow
style guide
This is all about dedicated consistency at a lower intensity than your Pulse/Sprint. With this imagery, we always aim to glorify the everyday. Being this dedicated and consistent isn't easy. Smiles can be included, but should be triumphant and defiant in the face of a challenge (e.g. running determinedly in the rain and proud of it).
Users in their Flow phase are clearly regularly active and determined; they put the effort into their workouts and are not unfit. Different models should not be used for different phases, we show the same people in different phases to reflect reality. Models can be some of the edgy people, in a more normal, relaxed style. The majority are fit, yet some have a more “regular” or beginner body type - but all look determined. All of this imagery shows the Base / Flow and daily consistency (e.g. routines) in a way that makes them sexy and desirable.
the edgy side of us
style guide
Competent and extroverted, this new art direction is a nod to Freeletics' roots. We celebrate where we come from with an unapologetic approach, choosing unfiltered, authentic moments over Photoshop perfection.
We revel in the darkness, with an explosive glow that captures the reflection of sweat, the silhouette of muscles, the chalk in the air, or the light from your phone - all evidence of achieving your daily goals.
the human side of us
style guide
Authentic and empathetic, we are aware of who we are and where we come from.
This part of our new style highlights the heartbeat of Freeletics, showing different people in all phases of their life with Freeletics and underlining that one type of training isn’t for just one type of person.
From the proud satisfaction of achieving a goal to the determined eyes during the last mile, we capture natural emotions that reflect our daily consistency and showcase the essence of the Freeletics mindset.
The fusion of urban landscape and fashion forward dynamic angles showcases that Free athletes are always in motion and on the go. We live for any moment that allows us to achieve consistency and breathe autonomy.
community
style guide
Free Athletes come together to support and empower one another, building consistency and determination as a team. We capture these moments of shared determination, showcasing the strength and resilience of our community as they work towards their fitness goals together.
achievements
badge system
the badges design in our coach app is extended from our brand's complementary shapes, including the standard training session badges, skill progression badges and god workout badges.
no excuses
