How can a personal trainer’s brand feel as strong and elegant as the transformations it represents?

Markus Prokschi, a Vienna-based certified fitness trainer, sought a personal identity system that would reflect his values of discipline, empowerment, and self-improvement, without falling into clichés often seen in the fitness industry.

The goal was to create a minimalist yet distinctive identity that stood out in a saturated wellness market.

We anchored the strategy in a single, powerful truth: the body is both the product and the message. Rather than focusing on aesthetics alone, we crafted a brand that symbolizes internal commitment and visible transformation.

The resulting logo is a geometric interpretation of a dumbbell, stripped down to its essentials, it evokes strength, control, and refinement.

Complementing the mark is the brand slogan: “Make yourself your favourite outfit.” This phrase positions personal fitness as both an emotional journey and a form of self-expression.

Typography and colour choices were kept clean and elevated to mirror Markus’s professional, no-nonsense approach. The visual identity is modern, bold, and unfussy, just like his training method.

The new identity gave Markus a confident launch into the market.

It differentiated him from competitors and positioned him not just as a coach, but as a brand focused on personal evolution and inner power. The logo works across digital, print, and merchandise, reinforcing recognition with every application.

1. In fitness branding, restraint can be more powerful than aggression.

2. By focusing on clarity, geometry, and purpose, the Markus Prokschi identity delivers a quiet confidence that aligns with the long-term discipline behind real transformation.