Stronghold Fitness

London functional fitness and personal training studio

  • Brand Identity

  • Website

  • Video Editing

  • Signage and Print

  • Merchandise

  • Social Media Assets

Working closely with founders Ben and Chris, I developed a complete brand and digital presence for Stronghold Fitness — a functional fitness and personal training studio built around strength, community and progression.

The brand took inspiration from a Nordic symbol for strength, translating that idea into a bold, masculine visual language that balances power with approachability. The identity extends across all touchpoints — from signage and merchandise to print and digital communications — creating a consistent and energetic experience.

I designed and built the website in Squarespace, ensuring it was both visually impactful and easy to maintain, supported by edited video content and a suite of social assets. The result is a distinctive and cohesive brand that embodies Stronghold’s ethos: disciplined, inclusive and rooted in community.

VISIT SITE
A middle-aged man with a beard and short brown hair, wearing a gray suit and black shirt, sitting on a wooden chair in a warmly lit room with a shadow of a window and a standing lamp in the background.
Books titled "Vision day" with a sunset or sunrise scene on the cover, showing the sun shining over a mountain range, with a bright starburst effect.
A presentation slide explaining the Beaustite Fit font, highlighting its use as the primary typeface of a brand, with additional textual details about typography style, contrast, and professionalism.
Background with a quote attributed to Albert Einstein about problem solving, and a simple design of interconnected circles at the bottom.
Two men are walking and talking in a park with autumn leaves and trees in the background.
Two black business cards with white and orange text, featuring the word 'evident' and contact information for Christopher Mills.
Three smartphones displaying different business coaching app screens on a beige background. The first screen shows a male presenter in a suit with the text 'evident' and business coaching description. The second screen features a woman in a meeting with the title 'Executive coaching.' The third screen shows a man speaking in a conference room with the title 'Team coaching' and descriptive text at the bottom.

Sam's understanding of my market and goals meant his creative direction was spot-on. His flexible and calm approach made the collaboration seamless, as he co-created the brand with me while gently guiding me toward even better outcomes with his expert insight.

– CHRISTOPHER MILLS, FOUNDER

Logo of Elements Green with a gradient background of blue to green, featuring stylized letters 'eg' and the words 'elements green' in lowercase.
Digital graphic with the word 'interchange' in bold white text, underlined in green, with the words 'Connected, Transport, Infrastructure' below, on a dark blue background with green circuit-like lines in the top left and bottom right corners.