Afx was bold from the start, especially with a logo built around the illustrated head of the owner. That instantly gave the brand personality.
We leaned into that strength and created an identity that feels powerful, energetic and unapologetic. The logo is distinctive, memorable and conversation-starting, exactly what a fitness brand needs.
The branding uses strong typography, sharp contrasts and impactful visuals to create authority. The strategy was clear: position Afx as not just a gym, but a serious training space led by a strong identity.
This approach helped Afx stand out in a crowded fitness market. It feels personal, intense and premium, attracting clients who want commitment and results.
