fernie mountain fitness & athletics

branding & asset design

We like a bit of fitness over here, and since moving to town, Fernie Mountain Fitness has been our go-to spot to get a sweat on. The workouts are solid, the community is even better, and when Jana reached out to talk about a rebrand, we were all in.

The goal? Create an identity that felt clean and elevated, but still grounded in old-school grit—pulling from varsity athletics and vintage camp-style badges to nod to both the “Fitness & Athletics” name and Fernie’s epic mountain setting.

This town doesn’t train purely for looks, it trains for the mountains. Whether it’s long days on the slopes, big trail mileage, or all-day bike laps, people here train for a life outside. That led us to the brand’s new core statement: Training for mountain life.

Simple. Honest. True to why people show up. check out the identity below.

Collection of various logos and badges for Fernie Mountain Fitness & Athletics on an orange background. The designs include text and iconography, with some shaped as circles, rectangles, or shields, featuring the words 'Fernie Mountain,' 'Fitness & Athletics,' and related phrases.
Exterior view of Fernie Mountain Fitness & Athletics gym with bicycles parked outside and a sign above the entrance.
Close-up of a sign with a shield logo and the text "KEEP MOR" visible, mounted on an exterior wall, with two wall-mounted lamps above it.
Collection of clothing and accessories with Fernie Mountain fitness and athletics branding. Includes T-shirts, hoodies, tote bags, and beanies in gray, black, and orange.
An infographic showing the design elements of a badge shape, including a stylized 'F', a stylized 'M' with mountain silhouette, and badge shaping. The background has contour lines resembling a topographic map.
Collection of branding and promotional items for Fernie Mountain Fitness & Athletics, including a business card, stickers, a mug with the phrase "Training for Mountain Life," notepad, and pencil, all featuring the company's logo in orange, black, and white colors.
Poster with motivational fitness message, showing two people working out outdoors with a fence and trees in the background, with colorful text promoting workouts and fitness training
Book cover titled 'Rooted in Fernie' with a mountain town background and topographic map overlay, featuring Fernie Mountain Fitness & Athletics branding.
A fitness poster with a background of a person can be seen lifting weights, overlayed with topographic line patterns. Bold white and black text reads 'Training for Mountain Life'. Additional text at the bottom mentions Fernie Mountain Fitness & Athletics and training for mountain life.
A website homepage for Fernie Mountain Fitness and Athletics, featuring a blurred black and white photo of a person training, with menu options for Home, About, Blog, and Store.
A mountain-themed fitness gym called Fernie Mountain with a parking lot, a bike outside, and mountains in the background.