Bootycamp Hero


The Brief

Design a logo that is both ‘gritty’ and ‘feminine’. Roll out a brand that is powerful and inspiring using a strong-not-skinny sentiment. It must specifically appeal to mums who feel comfortable bringing their kiddies along to work-outs that fit into their busy schedule.

BootyCamp 6 week programme is for all women, but principally geared towards busy mums who want a fitness class that they can bring their little ones along to in a female-only, comfortable environment.

By no means an easy programme, BootyCamp ladies expect to sweat! Combining PiYo and P90X; muscle-sculpting, core-firming and flexibility. It's also a perfect place to mingle with like-minded mums too - stronger together, right?

The logo was created freehand with ink and brush and uses a minimal colour palette of hot pink, dark grey and white. Hoodies, diaries and loyalty cards were to follow, to keep on track, and social media ads to engage with BootyCampers and inform them of added dates, venue changes, sponsored events et al.

This project was so up my street and, being the the target audience, I trialled a BootyCamp 6 week transformation myself. I loved it. It was gruelling and gnarly at times but at a time when my second daughter was only a few months old, I found it was exactly what I needed.

The client's husband runs Commando X Fit Wales. They are seriously dynamic duo!

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