Integrity Fitness


Integrity Fitness was established by it’s founder Luke Woods, with the goal of providing a community-centred training environment. This would be a place where members can meet up with friends, train and have fun, whilst becoming better versions of themselves. A key differentiator in the market, Integrity Fitness focuses on ‘Fitness for Life’; an ethos based around mobility and wellbeing as opposed to aesthetics. The management team are on the floor, working directly with members; with programs overseen and directed by Luke.

This was a full-service project covering brand development, photography and website design along with printed collateral and business cards. Luke approached me to discuss his business idea and we started looking at this model which gave me the basis on which to start the brand development process. This informed not just the process for naming, taglines and the tone of voice; but also provided Luke with clearer direction on his business model. From that the identity, colour palettes and photographic approach was agreed and print collateral created.

As the business model and plan evolved, a viable space was found to establish the physical gym. As I developed the Integrity Fitness website, I also worked with Luke on the external and internal signage, wall paneling artwork and provided direction on how the brand tone of voice could be brought into the physical spaces.

The brand photography component of the project provided Luke with a number of tweaked looks, delivering an asset bank to select from; appropriate for different applications and audiences.

I also provided guidance on suitable software platforms to allow Luke to effectively manage his membership and day-to-day operations.


  • Brand Development
  • Naming/Taglines
  • Identity
  • Brand Photography
  • User Journey/UX
  • Wireframing
  • Copywriting
  • Software Integration
  • Payment Integration
  • Signage - 2D/3D
  • Wall Graphics


Having provided independent training services for several years, I was planning on establishing a gym and met with David to discuss my ideas. He talked me through the importance of building a brand first and foremost, that would differentiate my service in the marketplace and allow me to scale the business over time; with the physical gym ‘an extension’ of that. This process helped me realize what the brand should be about and David went about creating a suitable tone of voice that reflected my ambitions.

We worked on a name, logo and taglines and then I gave Shepherd & Flock the task of developing a website for us. Looking back on it now, I knew very little about what I wanted from the website, or more importantly what I really needed. Through numerous face-to-face consultations as well as over the phone discussions, David was able to talk me through various routes, including recommendations on a suitable membership management platform, before completing the website build and managing the integration with our selected software provider.

As opening date approached David became more and more involved and was always available to help with any technical queries. Having been so pleased with everything done so far, we decided we should also consult with him for our gym design. As is often the case, our construction budget went over original estimates and David proposed a number of options to maximise the smaller decorative budget, investing available funds to achieve more ‘bang for our buck’ in key areas of the gym space – shopfront, welcome areas, internal signage and wall panels. He provided artwork and sourced printing for our wall panels, sourced signmakers and gave direction on colour schemes, including numerous consultations with outsourced installation teams as well as onsite meetings.

As a commercial gym it was important our brand appealed to a wide audience. David was able to carry the brand tone of voice from the website into the gym, which can be seen and felt in the welcoming spaces. Starting out as a new business owner, David’s professionalism and ‘can do’ attitude, as well as attention to detail in everything he does really resonated with me, and I cannot recommend him highly enough to anyone looking to take their brand to the next level. Thank you David, from myself and all the team at Integrity Fitness.

Luke Woods – Founder and Managing Director, Integrity Fitness

Some Kind Words


Tell me about your great idea, your business challenge or plans for expansion. I specialise in brand tailoring – shaping businesses into brands. Let’s work together to bring your brand to life!