In a sector crowded with aggressive imagery and extreme aesthetics, Fran Viana’s identity communicates balance, clarity and professionalism.
Branding
Strength. Method. A brand in balance.
Our brief for Fran Viana was clear: create a strong, recognisable visual identity that would be easy to use across every brand touchpoint.
In a sector saturated with motivational slogans and aggressive aesthetics, we chose a more balanced, refined and professional visual language, aligned with his approach to training and nutrition.
The result is a clear, confident and versatile identity, ready for social media, products, an app and sports equipment.
Visual identity
A symbol built from the initials
We began with a symbol that could bring the brand into a single mark. A geometric monogram based on the initials FV combines both letters in one compact, balanced form.
Colour
Black and earth tones bring restraint, stability and warmth. The palette reflects the connection between physical strength and emotional balance at the heart of Fran’s approach.
Typography
We chose a contemporary, clear and versatile typeface that works across digital and physical formats. It conveys the strength and clarity central to his method.
A refined, flexible visual system
A simple, recognisable symbol that works across applications, from social media to sports equipment.
The logo acts as a signature mark, designed to accompany the project as it evolves.
Social media
We developed a consistent social identity, with clarity, visual hierarchy and coherence as its priorities.
Photography, typography and graphic elements work together across:
- Workouts and training sessions.
- Nutrition tips.
- Motivational messages.
- Promotions and programmes.
The aim was a recognisable, professional digital presence that could stand apart in a crowded fitness sector.
Video editing
Campaigns in motion
For specific campaigns, we edited videos to connect with Fran’s audience and explain his offer:
- Targeted promotions: Videos highlighting training packages and programmes for prospective clients.
- Practical demonstrations: Educational clips in which Fran demonstrates training techniques, supporting his professional expertise.
A distinctive professional presence
Branding and visual communication have helped Fran Viana establish a professional presence in Valencia’s competitive fitness market. The logo, brand materials and digital creative communicate balance, dedication and results, connecting with people who value both physical performance and overall wellbeing.
