Industry
Wellness
Company Size
10 – 50
Years prior
5
PROJECT YEAR
2022
How do you evolve a beloved personal fitness business into a professional and scalable brand with soul?
It starts with a strategic name change: SGFitFam to FITFAMCO. By removing the geographical constraint of “SG” (Singapore), the identity immediately gets primed for the world stage.Yet, its heart still beats the same: “FITFAM” keeps the community-first spirit, while “CO” presents sincerity and professionalism in putting passion to work, opening doors for new wellness partnerships with corporations. This new name set the groundwork for a bold visual identity that represents confidence to grow beyond Singapore and bring small changes for big, global impact in wellness.
Repositioning FITFAMCO as a leader in corporate fitness and wellness.
As FITFAMCO knew that for it to make the biggest impact and fulfil its mission, it had to go big. Corporate wellness offered the most scalable path for growth and impact—enabling the brand to work with larger communities, foster long-term client partnerships, and bring fitness into the everyday lives of working professionals.
Our brand experts at Evye didn’t just help Fitfam Co. sound more polished—we helped them speak with purpose: about balance, long-term wellbeing, and the future of fitness as a lifestyle. Not a fad.
A Mission Statement & A Bold Voice.
We developed a tone that is approachable, grounded, and confident—reflecting the team’s genuine belief that fitness should be sustainable, inclusive, and long-term.
Empowering instructors with consistency and creative freedom
We developed a comprehensive brand guideline to serve as a foundational tool that clearly communicates how the brand looks, sounds, and behaves—not just for internal marketing, but for every instructor representing Fitfam in the field.
They needed understand they weren’t just delivering workouts—they were representing a brand built on approachability, professionalism, and sustainable fitness. The tone and voice guidelines helped new trainers quickly grasp how to communicate in line with the brand’s values.
A scalable identity that inspires from within
This rebrand equips the business to confidently expand its corporate partnerships, onboard instructors with clarity, and grow with a consistent, credible identity across every touchpoint. But beyond external growth, the brand identity sparked something more powerful internally—a renewed sense of pride and belonging. Trainers and staff now feel deeply connected to a brand that reflects their shared values, empowering them to become authentic ambassadors in every class, conversation, and campaign.
This unified identity not only supports FITFAMCOs business scalability, but also fuels a culture of ownership and enthusiasm—laying the foundation to lead the future of sustainable fitness, from the inside out.
