When our friends at FitDiesel first came to us, they had product proof of concept and were ready to scale, but with a very clear problem.

The Problem

A dated visual ID that spoke to a very small segment. And if they wanted to unlock a larger market, they needed to drastically update their logo, positioning statement and greater brand identity.

The Opportunity

Build a brand that had the polish of their product, spoke to a large audience, and was ready to scale as the business matured.

How it began

FitDiesel was founded to be a virtual coach to help individuals increase mobility, strength, and self-defense tactics. The founder had decades of experience in both the public and private sector working for the Department of Homeland Security as a counter-terrorism federal law enforcement agent, task force agent, investigator and police officer. He leaned on this experience to bring martial arts, strength & conditioning, and nutrition practices to an impressive client list including ex-NFL players, professional cheerleaders, competitive body builders, and beyond.

As he thought about the company’s branding, it was important that the identity felt bold and aggressive; a true reflection of the founder. And so FitDiesel was born.

Fast-forward 7 years

The business has evolved and entered a high-growth phase. The team quickly realizes that the current branding has limitations, and no longer serves it’s audience.

A NEW BRAND IDENTITY IS PARAMOUNT.

The only parameters outlined in the project brief were to preserve some elements of the logo. While that seemed counter-intuitive knowing the drastic leaps the company had taken, it was important to explore those first steps.

First studies:

There was a larger opportunity if we were comfortable exploring elements that were altogether new. So we parlayed the newly discovered elements into a more agnostic approach.

Deeper studies:

There are some interesting typographic elements and amorphic shapes driving the direction. So we dig even deeper.

Keep on:

Alas…

A brand built to reflect the pillars of it’s core values; Credibility of Science, Relatability, and Individuality.

Strength and Sustainability in Science

Positioner:

For those looking to achieve and maintain their individual body goals, Fit Diesel is the science-based nutrition program that rehabilitates their metabolism, tailors a data-driven approach to diet and exercise, and teaches sustainable techniques through experienced coaching.

Positioner long form:

Everybody is not your body. You are wholly original in how you live life, work, work-out, cook, eat, learn, care, and comfort. So why would your nutrition program be about anything but you? At Fit Diesel we understand the unique science of you to create a nutrition program for you. Designed to rehabilitate your metabolism, we tailor a data-driven program to achieve your body goals while teaching you sustainable techniques for life-long health and happiness. By learning your unique biometrics, we will optimize your metabolic performance, so you don’t have to give up the foods you love while transforming your health. We’re also there every step supporting and coaching on targeted exercises, foods, and tips to achieving the best you.

Your body goals. Our tailored science-based program. A happier, healthier you.