Introduction to the Project

Athlos is a Jaipur-based fitness brand founded by a fitness coach and an athlete, both deeply passionate about holistic fitness. Unlike traditional fitness brands that focus solely on gym performance, Athlos takes a well-rounded approach—emphasizing mobility, flexibility, recovery, and sustainable fitness for everyone, from athletes to 9-to-5 professionals.

When they approached me, they had already worked with multiple agencies but hadn’t received the output they were looking for. They felt frustrated, directionless, and in need of a brand identity that aligned with their unique philosophy—one that wasn’t hyper-masculine yet still bold and performance-driven.

Challenges Encountered

• Overdone & Generic Visuals: Most design concepts they explored looked too masculine, predictable, or lacked originality.

• Undefined Brand Positioning: While Athlos had a strong vision, they struggled to articulate it cohesively in their branding.

• Mainstream Fitness Stereotypes: The brand wanted to move beyond the typical gym-focused imagery and emphasize holistic fitness.

• Lack of Clarity: The founders knew they wanted impact-driven branding but weren’t sure where to start.

My Contributions & Strategic Approach

1. Brand Identity Development:

• Conceptualized a logo that embodies strength, movement, and inclusivity, steering away from clichés.

• Crafted a color palette that balances energy and sophistication—performance-driven yet approachable.

• Designed a typography system that reflects innovation and movement.

2. Brand Communication & Positioning:

• Defined Athlos’ core messaging, ensuring it speaks to both professional athletes and everyday fitness enthusiasts.

• Created brand storytelling that highlights their focus on mobility, flexibility, and personalized fitness solutions.

• Shifted their brand language from generic fitness jargon to a more purpose-driven, community-centric narrative.

3. Brand Communication & Positioning:

• Conducted multiple strategy sessions with the founders to extract their vision and turn it into a structured brand identity.

• Researched global fitness brands to ensure Athlos stood out while maintaining industry relevance.

• Provided creative direction that allowed the brand to move away from mainstream fitness aesthetics without losing credibility.

4. Website Development (Ongoing):

   Working on a website design that enhances user experience, educates visitors, and integrates their remote & offline coaching services seamlessly.

Results & Impact

✅ Clear, compelling brand identity that truly reflects Athlos’ values and mission.



✅ Refined brand positioning, making it easier to communicate their holistic fitness approach.



✅ Increased confidence and clarity for the founders, who now have a solid foundation to scale their brand.



✅ Aesthetic differentiation from mainstream fitness brands, creating a unique space in the industry.