Bennett’s Body Improvement Club is a personal training and fitness instruction practice focused on creating individualized, intentional programming that helps their clients find joy in movement. The founder, Bennett Christensen, was looking to expand their clientele and branch out into offering group courses and events. With these goals in mind, they needed a brand that was flexible and helped them stand apart from corporate, sterile fitness brands. The final brand pulls inspiration from 70s gym attire via a funky sans serif wordmark, multi-color stripes, and a vibrant-yet-muted color palette