A Brand Strategy & Identity For Fitness Factory, Now Pumped Up For Regional Growth.

They had a vision, but it needed clearer articulation. They had a story, but it needed to be told right. They had a journey, but it needed a structured path.


Fitness Factory, the first personal training gym in Singapore, was started in 2005 by world bodybuilding champions, Joan Liew & Augustine Lee.


Fitness Factory turned to Identity Counsel to help reinforce its unique market positioning. Our ambition was to push is further. While the competition was either in the game of promising body transformation or certification courses for potential fitness instructors, no one played both.




Scaling The Brand

Identity Counsel crafted a new vision: Passionate In The Pursuit of Transforming As Many People Into Being Their ‘Own Personal champions', One Person At A Time. To fulfil this vision we created a brand architecture that started with branding their core differentiator - their propriety strength training program as Joan & Augustine Personal Strength Training Program® This would help establish this brand across a broader audience in a landscape saturated with promises of quick fitness results through trending techniques.


We then designed a new vibrant visual identity that reinforced the word FIT with the promise of STRENGTH FOR LIFE. The new architecture included the Program, an Academy, the Gym, Consulting and a Foundation. The new visual identity is now being rolled out across all consumer touchpoints from refreshed interiors, an expansive website and targeted social media.







"If you are looking for an agency who shows passion in what they do, thrive success for your brand and meet the objectives with an outstanding performance, Identity Counsel meets the benchmark."


- Joan Liew


"Their enthusiasm and belief in achieving great results have proven success in the rebranding campaign we have done together. Great things don't happen by chance, both sides play a part in making one. Identity Counsel has helped us to ‘rebrand’ our way of thinking and reinforced our market positioning in the industry."


- Augustine Lee


Branding By Identity Counsel. Singapore