Helping Sean Kennedy Fitness stand out with a powerful brand identity
Sean Kennedy isn’t your average personal trainer. His approach goes beyond reps and routines — he coaches people to build long-term balance in their lives, combining physical fitness with mindset, consistency, and purpose. He works with students, parents, professionals, and older adults, all juggling different challenges but aiming for the same thing: better health that actually fits into real life.
The only problem? His branding didn’t reflect any of that.
Sean had a strong reputation and a loyal following, but his logo and visual identity weren’t doing him any favours. He looked like just another coach in an already crowded space. What he needed was a brand that matched the quality of his coaching — something professional, bold, and clearly his.
Client: Sean Kennedy Fitness
Sector: Fitness & Health
Services provided:
• Brand Discovery & Strategy
• Logo Design & Visual Identity
• Messaging Framework & Tagline
• Style Guide & Brand Toolkit
• Design Assets for Social & Marketing
The Challenge: A brand that wasn’t pulling its weight
Sean had built a strong reputation as a personal trainer, but his branding didn’t communicate his unique approach. He faced three major challenges:
1. He looked like everyone else.
In an industry full of copy-paste gym logos, his branding blended in. That made it harder for him to stand out — or be remembered.
2. His philosophy was missing.
Sean’s coaching is about long-term change, not just short-term gains. But his branding didn’t reflect that balance of body, mind, and lifestyle.
3. It lacked confidence.
He needed a brand that felt polished and trustworthy — the kind of identity that attracts serious clients and signals: "This coach knows what he's doing."
The Solution: A brand built for growth
I started with a brand discovery session, digging into who Sean is, what he stands for, and why people choose him. What kept coming up was the word balance. Not just in training, but in life.
That became the foundation of the brand.
A clear brand strategy
We defined Sean’s personality, audience, and positioning — so every design decision had a reason behind it.
A bold, dynamic visual identity
The new logo is based on his initials (S + K), forming a custom brand icon that suggests motion, strength, and energy. It's modern, flexible, and immediately recognisable.
A fresh colour palette
I left behind the usual red-and-black gym clichés and introduced a vibrant and fresh mix of colours that feel alive, positive, and energising.
Strong but friendly typography
The typeface is clean and bold, but not shouty. It’s designed to show authority without losing approachability — much like Sean himself.
Messaging that actually connects
Instead of vague fitness jargon, we focused the brand voice around clarity, encouragement, and purpose. The tagline, “Find Your Balance for Life,” sums it all up.
The result
Sean now has more than just a new logo. He gained a full brand identity that speaks to the quality of what he offers and gives him the confidence to grow.
In his words:
"Barry brought purpose to the design of my new logo, capturing the essence of ‘Sean Kennedy Fitness’ in the most efficient way possible."
"I never realised how much depth there was to branding until I worked with Barry. He took the time to understand what I stand for, and the result completely aligned with my vision. The whole process was smooth, creative, and genuinely exciting."
Sean Kennedy,
Owner, Sean Kennedy Fitness
