—BEJILANY FITNESS
From Fierce Fighter to Friendly Fitness
Adil Benjilany had already made a name for himself as a world-class professional MMA fighter. Ready to take his talents to his personal training clients, he was in need of a brand that would appeal to non-fighters and break through the noise of a saturated fitness market.
01
BRAND STORY
The Benjilany Fitness brand delivers a friendly-fitness experience for those looking to train with a best-in-class fighter that can bring out the best in them.
02
THE LOGO
Because his business takes his name, we looked to create an iconic monogram that could be used as a standalone mark to build brand recognition.
The result is an open, dynamic letterform that can be read as both B and F for Benjilany Fitness. As Adil is known for his striking, the slanted letterform mimics the striking posture of a fighter. Leading lines create energy and movement while the play of the entry points and negative space suggests transformation from the inside-out—a nod to the experience he creates for his clients.
03
DESIGN ELEMENTS
To create a brand that Adil could grow into, we created a flexible sub-branding system with logo variations that he could use for anything from training programs and fight camps to emblems and icons. The solid variation of the logo is nested into a unique shape that pulls inspiration from Moroccan geometry as a subtle nod to Adil’s culture.
Both the fight and fitness industries are saturated with dark, intense brands that lead with red, black and orange hues. To differentiate Adil and speak to his approachable, friendly nature, we created a modern color palette of active cool hues and warm neutrals.
Clean, rounded humanist typefaces complement the curves of the logo and convey a modern, professional look.
04
BRAND VOICE
To bring meaning to the Benjilany name and what it stands for we crafted messaging around why people want to train with Adil—because he is a best-in-class fighter that can help bring out the best in them.
This idea of reaching or aspiring to one’s “Benjilany Best” is a unique but simple hook that builds recognition and meaning around the name while sounding good (alliteration) and opening the door to play on the word best to craft quick, compelling messages that speak to elite training.
05
BRAND ACTIVATION
Being mindful of all fitness levels and backgrounds, we created a campaign that featured clients defining what their “best” means for them—whether its being the best mom, dad, boss, etc. This speaks to the more meaningful impact behind what Adil does—which is bringing out the best in people in and out of the gym and in whatever way they define it.
We had a lot of photos from our brand photoshoot, so we got creative with them and created a stop-motion like “video” in addition to editing together some short clips using b-roll.
Photo stop-motion “video”
Promo teaser using b-roll from photoshoot
With a few custom instagram templates in addition to our photos, and a simple Squarespace website, Adil will be able to manage content creation on his own and on the fly.
“Ashley is a pro, talented and very passionate about what she does. She is a perfectionist and the most creative person you'll ever work with. She not only crafted my brand from scratch but also infused a strategy for my business’ future. I always discuss ideas with her from time to time. I'm very glad that I had her working on my business. Mahalo.”
—ADIL BENJILANY
Professional MMA fighter