Behind the Brand: Designing the Visual Identity for Serratus Gymwear

Breaking into the fitness apparel industry isn’t just about producing great clothing - it’s about creating a brand people want to belong to. When Serratus Gymwear approached me to help bring their vision to life, the goal was clear: develop a powerful, modern identity that could stand confidently among established gymwear brands.

From logo creation to apparel mock-ups, digital launch assets and promotional visuals, this project became a perfect showcase of what happens when strategy, creativity and consistency all work together.
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Here’s a look behind the scenes at how the Serratus Gymwear brand was built...

Understanding the Brand Vision

Serratus Gymwear is an emerging UK fitness clothing brand with a focus on clean design, high performance and a premium feel. Their products are aimed at athletes who value simplicity, functionality and strength - both in the gym and in the brands they align with.
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From the beginning, we wanted the identity to embody those same qualities. The brief centred around developing a minimalist, future-ready brand that would work flawlessly across clothing, digital platforms, physical marketing materials and social media.

Creating a Strong, Minimalist Logo

The logo needed to be bold, readable and versatile. Gymwear often lives or dies through its ability to translate well onto fabric,  especially through embroidery and small-scale printing, so every decision was made with real-world usability in mind.
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The final wordmark uses clean geometry and subtle strength in its letterforms, paired with a supporting “GYMWEAR” lock-up that keeps the brand highly legible in all formats. Its simplicity allows it to sit confidently on both light and dark backgrounds, without losing its impact.

​Designing the Apparel and Product Mock-Ups

To bring the brand to life, I created a full suite of apparel visuals. These included:
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• White and black performance tees and hoodies​
• Lifestyle photography mock-ups featuring models in modern gym settings
• Flat-lay product shots for clean product presentation

These visuals give Serratus Gymwear a launch-ready toolkit, ideal for social media teasers, website previews and early stage marketing campaigns.

​Building Promotional & Marketing Assets

A brand is only as strong as its consistency, so the next stage involved creating key marketing visuals that demonstrated how Serratus would appear in real environments. This included:
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• Magazine-style adverts
• Gym posters and large-format banners
• Business cards
• Stickers

​These assets show how the brand carries its identity into the real world — bold, focused and instantly recognisable.

​Designing the Website Holding Page on Shopify

Before launching the full online store, Serratus Gymwear required a clean and professional Coming Soon page within their Shopify site. Using Shopify’s theme customisation tools, I created a polished holding page that introduces the brand while preparing the platform for future product listings.

The page features:
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• The primary hero imagery from the brand photoshoot
• A centred email signup form to begin building an audience before launch
• Consistent typography and colour palette from the Serratus identity
• A clear, modern layout that fits seamlessly with their planned Shopify storefront

This approach ensures the brand presents itself professionally from day one, even before the full e-commerce setup is complete. Shopify provides a strong foundation for the brand’s future growth, making it the ideal platform for their launch.

The Final Outcome

The completed design package provides Serratus Gymwear with a strong, cohesive identity they can confidently build on. Every graphic, mock-up and layout aligns with the same clean, minimalist tone, ensuring the brand launches with clarity and professionalism.
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It’s always rewarding to help shape the look and feel of a new brand, and Serratus Gymwear is a perfect example of how powerful creative direction and consistent execution can be. I’m excited to see how the brand grows from here.

If you're launching a new brand or refreshing an existing one, I’d love to help you bring your vision to life. Get in touch to discuss your next design project.