Integrity FitnessBrand Development


The Brief

I was approached by Luke Woods, founder of what would become Integrity Fitness, to help him develop his idea for a new type of fitness business; a training ethos based on mobility and wellbeing as opposed to aesthetics. Delivered in a community centric environment, it would be a place where members would meet up with friends, train and have fun, whilst becoming better versions of themselves.

This would be a full-service project covering brand development, communication design, brand photography and website design. Luke’s obvious passion provided the starting point for developing the brand strategy and informed the process for naming, tagline development and the brand’s tone of voice. The strategy was then brought to life visually in the brand’s identity and website design, brand photography and communication design.


Working through the discovery process and subsequent strategy development, two key points of differentiation were identified; a qualified passion for the science underpinning health and wellbeing and an unwavering commitment to clients. From this the business name and primary tagline was developed and ‘Integrity Fitness’ was born.

In developing the strategy document, the business model also evolved to move away from an initial nomadic service concept to a physical high street presence.


A key element of the brand, the logo seeks to communicate an inclusive and welcoming message, with the ‘I’ and ‘F’ initials locked up to create an outstretched arms embrace. The icon and wordmark are used separately in the physical spaces and signage, providing flexibility in the logo’s use and application both on and offline.


The team in Integrity Fitness understand the value of communication whether that’s on social platforms or print; we worked on a suite of stationery and presentation folders, providing them with a tactile tool with which to engage corporate clients.


The brand photography component of the project provided the management team with a number of tweaked headshot ‘looks’ to select from, for different applications and audiences.

Website &Spatial Design

The website is the most visible extension of the Integrity Fitness brand and prioritised mobile usability in its design. Integration with the member management software and the provision of a blog, provided Luke and his team with a seamless platform, from which to communicate with prospective clients. Stock images were selected to reflect the diverse and welcoming environment; the brand’s primary and secondary colour palettes lending energy and impact, alongside the commissioned headshots I delivered for the management team.

This visual aesthetic was then carried through to the physical spaces; with custom backlit steelwork, impactful colourways and wall panels, dynamic colour shifting external lightbox signage and an interior neon logo device, providing visual impact on arrival.


Client Feedback

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

Personal Brand Photography by Shepherd & Flock

Project Services& Delivery

This project evolved from an initial personal brand positioning brief to encompass web design, graphic and signage design, 3rd party software and payment integration and brand photography. The brand discovery process allowed the client to see a bigger opportunity and take a more ambitious path for his business, to bring the Integrity Fitness brand to the market.

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