GritFit
A new grit-centric, transformative wellness company’s brand requires balance and vision.
CASE STUDY / GRIT FITFounder and inventor GritFit, Michael Eck, had a no-quit approach to his own life transformation, inspiring the masses to follow him towards the opening of his own company, gym, and approach to wellness.
GritFit empowers people at any stage of life to access their grit in order to move toward transformative wellness and the balance of a healthy body, mind, and soul.
In order for this approach to take hold and scale, the company needed a sharp and sophisticated visual identity, driven by a sculpting of the foundations important to Michael Eck’s unique approach.
Services
Brand Strategy
Brand Positioning
Brand Visual Identity Extension + Guidelines
Signage + Merchandise Design
The first step in creating a brand strategy for GritFit was to define both the ideas of Grit and Wellness in the context of Michael’s approach, and the audiences for whom it would have greatest resonance.
Brand Strategy 
With its foundation in place, we moved to position the brand to its key audiences, including potential and existing customers. Mapping and understanding the GritFit approach to wellness was essential to achieving success.
Brand POSITIONING
The GritFit mark and visual identity system need to stand apart from competitors with bold geometry, sophistication, and warmth, while also clearly belonging in the world of fitness and wellness.
Brand VISUAL IDENTITY
WRAP-UP Grit Fit is currently building out their first brick-and-mortar location in Middletown, CT. We eagerly await their grand opening, and to watching the Grit Fit team transform lives with their truly unique approach.