Tommy Delaney Fitness
Role: Brand Consultant & Designer
Duration: 2021 - ongoing
Deliverables: Brand Identity Refresh, Visual Strategy, Brand Guidelines, Canva Asset Library
Challenge
After over a decade in business, Tommy Delaney was ready to grow his personal training brand and leave behind the generic, start-up logo that never truly reflected his personality or professional ethos. He wanted a stronger, more confident brand—while retaining the original colour palette and typeface to stay visually connected to his affiliated kickboxing business.
After over a decade in business, Tommy Delaney was ready to grow his personal training brand and leave behind the generic, start-up logo that never truly reflected his personality or professional ethos. He wanted a stronger, more confident brand—while retaining the original colour palette and typeface to stay visually connected to his affiliated kickboxing business.
Solution
I began with an in-depth discovery session to understand Tommy’s goals, values, and frustrations with the existing identity. We quickly collaborated on building personas that Tommy sought to attract to his business. From there, I developed three distinct Stylescapes to align on tone, positioning, and visual language - angling them towards his intended audience. Once a clear direction emerged, I designed a bold new identity that felt personal, powerful, and flexible across formats.
I began with an in-depth discovery session to understand Tommy’s goals, values, and frustrations with the existing identity. We quickly collaborated on building personas that Tommy sought to attract to his business. From there, I developed three distinct Stylescapes to align on tone, positioning, and visual language - angling them towards his intended audience. Once a clear direction emerged, I designed a bold new identity that felt personal, powerful, and flexible across formats.
Impact
We landed on a refreshed brand that Tommy could stand behind with pride. I created a complete asset suite and a brand guideline document that covered:
We landed on a refreshed brand that Tommy could stand behind with pride. I created a complete asset suite and a brand guideline document that covered:
Brand archetype & tone of voice
Colour system and photography style
Usage rules, illustrations, and logo lockups
To empower independent use after project handoff, all assets were uploaded into a user-friendly Canva library, giving Tommy full control to manage his brand going forward. This has gone from strength to strength. The gym has grown significantly with more members, more classes and merchandise purchased by members annually.
