Charnage Moves
Branding & website design for a fitness and rehabilitation business
Industry
Fitness • Rehabilitation • Health & wellbeing
Brief
To create a confident, approachable brand identity and website for a fitness and rehabilitation business — one that balanced strength with care, and positioned Charnage Moves as a trusted, professional service rather than a typical high-intensity fitness brand.
Deliverables
Brand identity • logo suite • colour palette • typography • brand illustrations & patterns • brand guidelines • website design & build
Outcome
A clear, recognisable brand and website that reflect Charnage Moves’ values and expertise — supporting client trust, professional credibility, and long-term growth.
About the project
Charnage Moves is a fitness and rehabilitation business built around helping people move better, feel stronger and recover with confidence.
While the service itself was thoughtful and highly personalised, the existing branding didn’t fully reflect this approach. It leaned too far towards generic fitness visuals, making it difficult to communicate the care, professionalism and rehabilitation-led support that set the business apart.
The goal was to create a brand and website that felt reassuring, credible and modern — without losing energy or approachability.
The Brief
The aim was to develop a brand and digital presence that felt:
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Strong but supportive
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Professional without feeling clinical
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Approachable and inclusive
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Clear in its focus on both fitness and rehabilitation
Alongside the visual identity, the website needed to clearly explain services, build trust with new clients, and make it easy for people to understand how Charnage Moves could support them - whether they were recovering from injury or looking to improve overall movement and strength.
Brand Direction & Strategy
The brand direction focused on balance.
Rather than following loud or aggressive fitness trends, the identity was designed to feel grounded and confident - reflecting expertise, care and long-term wellbeing. A considered colour palette brings warmth and calm, while bold typography and graphic elements add clarity and strength.
Illustration and pattern were introduced to give the brand character and flexibility, helping it stand out visually while still feeling aligned with the business’s supportive, rehabilitation-led ethos.
Visual Identity
The visual identity centres around a strong wordmark supported by a flexible logo suite and brand mark, allowing the branding to work confidently across both digital and physical touchpoints.
A consistent system of colours, typography and graphic elements ensures the brand feels cohesive across clothing, printed materials, social media and marketing assets - creating a professional, recognisable presence without feeling overly rigid.
Website Design
Alongside the branding, I designed and built a website that translates the Charnage Moves identity into a clear, user-friendly digital experience.
The site is structured to guide visitors through the services on offer, explain the business’s approach, and build reassurance through clarity and tone. The design allows content to breathe, helping visitors feel informed rather than overwhelmed - an important part of the brand experience.
Built with flexibility in mind, the website supports future growth while remaining easy to manage day-to-day.
The Outcome
The finished brand and website give Charnage Moves a confident, professional presence that reflects both the physical and supportive sides of the business.
Together, they help communicate trust, expertise and care — making it easier for potential clients to understand the value of the service and feel confident taking the next step.
Most importantly, the branding supports where the business is heading, providing a strong foundation that can grow alongside it without needing to be rethought or rushed.
Client
Feedback
I am feel like I need to start this review with. I am quite possibly the most technologically in-advanced human being on this planet. So when it came to creating an online presence for my business I knew I was going to need very kind, very patient and non patronising help. Fortunately I was very blessed to find Lauren!! She sat with me through the hole process and gave me lots of time to think over decisions and was not pushy in anyway. Once everything was done and in place and live she was always on hand to answer any questions or any of my absolute panics!! All while pregnant. I honestly cannot recommend her enough.
