Second Spark Fitness is a coaching brand built to help busy professionals take control of their health through sustainable training, smart nutrition, and clear systems. The focus is on long-term strength, body recomposition, and confidence—delivered through a coaching style that balances expertise, directness, and encouragement. The brand reflects a modern, energetic, and results-driven approach to fitness.
The business needed a full identity from the ground up: a name, brand system, messaging framework, and visual style that matched the coaching philosophy. The challenge was to create a brand that felt professional yet approachable, grounded in science but not sterile, and strong without drifting into clichéd “hardcore fitness” territory. The brand also needed to communicate the coaching method clearly—sustainable change, simple systems, and a no-BS approach to client results.
I developed the full brand direction, including naming, visual identity, tone of voice, messaging pillars, and all supporting collateral. This included:
- A clean, energetic design system that mirrors the “spark” of momentum clients build
- Messaging that emphasizes sustainability, accountability, and straightforward guidance
- A website designed around clarity, simplicity, and action
- Consistent visual language across social content, marketing materials, and coaching documents
Second Spark Fitness launched with a cohesive, professional identity that clearly communicates its mission and coaching values. The brand captures the blend of expertise, structure, and encouraging toughness that defines the coaching experience. The result is a recognizable fitness brand built to scale—confident, clean, and purpose-driven.
