Training Ground
Training Ground, a startup gym with an impressive vision, needed a strong and visually impactful brand identity that could stand out in a competitive fitness market saturated with gyms offering similar services.
Training Ground wanted a bold and professional look that projected elite-level quality and strength, taking inspiration from major sports brands like Nike and Adidas. The challenge was to create a cohesive visual system that was not only powerful and versatile but could be applied across multiple touchpoints — from social media and merchandise to gym equipment — ensuring the brand maintained its striking appeal across both digital and physical platforms.
To meet Training Ground’s branding needs, I developed a clean, powerful logo suite and a sporty, versatile color palette that captured the essence of strength and professionalism. The visual identity was designed to be simple yet commanding, reflecting the gym’s elite image. From this foundation, I designed a wide array of deliverables, including social media templates, business cards, merch mockups, equipment branding, email templates, and a responsive website, all aligned with the brand’s core identity and further solidifying its powerful presence. The final outcome was a striking, cohesive brand that stood out in the crowded gym landscape, successfully embodying Training Ground’s desired premium image.
The logo suite for Training Ground was designed to cater to a wide variety of applications, ensuring versatility across both digital platforms and physical branding needs. The layouts were tailored for not just digital content creation but also brand merch, gym equipment, and large-scale elements like boxing bags, boxing ring, track and wall signage, aligning perfectly with the brand’s dynamic and bold identity.
The core Training Ground colour palette features a sleek range of greys, from deep charcoal to crisp white, giving it a strong, modern foundation. To keep things dynamic and exciting, six bold accent colours are used sparingly—typically one at a time—to add energy and versatility. This approach creates a palette that’s both cohesive and rich, perfectly capturing the brand’s sporty and vibrant personality.
The Training Ground branding was extended to gym signage, equipment like boxing bags and the ring, as well as boxing merch such as gloves and wraps. A range of apparel was also designed for TG members, to reinforce the gym community and develop an identity of confidence and athleticism. Photography by Vodi Productions.
A strategic row-based Instagram grid layout was designed to showcase the before & after transformation of the Training Ground facility during its setup phase, and to celebrate its official launch. Alongside this, reusable Canva templates were created for TG’s ongoing day-to-day marketing needs, ensuring a powerful and consistent presence on social media.
A versatile set of static and animated Instagram story templates were designed and set up in Canva. One set focused on showcasing the vast amount of 5-star reviews TG had received on their Google listing, while the rest catered to a variety of marketing needs, brand positioning, and audience engagement.
A fully responsive, user-friendly website was meticulously crafted for Training Ground, designed to reflect the brand’s bold, powerful, and sporty identity. Every element, from the visuals to the copy, was aligned with the brand’s voice and vision, creating an experience as dynamic and premium as the gym itself. The result is a standout digital presence that sets Training Ground apart from local competitors, none of whom offer a website with this level of functionality and aesthetic appeal.
“As a startup brand, I had many ideas and visions for how I wanted the brand to look and feel. Working with Saima was incredible—she really took the time to listen, understand my goals, and identify key elements for our identity. Saima introduced us to various templates and led workshops that were pivotal in shaping our brand. Even now, two and a half years into running the brand, we still refer back to the notes from those sessions to stay aligned with our mission and goals.
Before working with Saima, I had worked with designers who lacked creative direction and expected me to provide all the ideas. Not being a very creative person myself, this approach didn’t work for me. With Saima, however, each draft and guideline she provided was spot-on, capturing exactly what we envisioned.
I couldn’t be prouder of the brand we built with Saima, and we’ve returned to her for multiple other brands and companies we’ve created since.”
Cameron Mawson
(Director, Training Ground)
I’m currently available for new design projects.
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