Fitness Australia is the peak fitness industry association for Australia, representing more than 25,000 personal trainers, fitness instructors, business and suppliers. Messy was engaged to reimagine and rejuvenate the decade-old brand.

Fitness Australia brand pattern


In the time since the original identity was developed, the fitness industry had changed immensely – fitspiration on social media, booming 24/7 franchises and boutique studios popping up all over Australia. Our idea was to develop a contemporary, simplified identity system to reposition Fitness Australia as the leaders of today’s fitness industry.


we professionalise exercise

By facilitating brand strategy workshops, the big idea of “We professionalise exercise” was born. This informed the entire brand identity system, brand architecture, tone of voice and roll-out across collateral, experientialvideo, social media and email. The new ‘professionalised’ identity is bolder, more credible and also more functional.


Fitness Australia, We Professionalise Exercise Fitness Australia, We Professionalise Exercise
Fitness Australia Membership Icons, designed by Messy
Battle ropes Fitness Australia, creative direction by messy
Fitness Australia Photography Messy Design Fitness Australia Photography Messy Design
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