INDIA
FITNESS & ACTIVEWEAR D2C
VISUAL IDENTITY SYSTEM
Boldfit was doing ₹300 crore in revenue through a dozen different agencies. No two of them were building the same brand.
A ₹300-crore fitness brand working with multiple agencies, partners, and vendors needed one visual system every single one of them could follow, logo to Amazon ads. Here's the identity system we built to make that possible.
Pain Point
At ₹300 crore, the problem was never output. It was that a dozen vendors were all building a different version of the same brand.
Boldfit wasn't short on creative volume. Multiple agencies, partners, and vendors were all producing content at once, shoots, ads, marketplace creative, all of it. The problem was that none of them were producing the same brand. Without a shared, documented system covering everything from the logo and color palette to how a shoot was lit and how an Amazon ad used text overlays, every touchpoint reflected whoever happened to be holding the camera or the design file that week, not a consistent Boldfit. At that scale, inconsistency isn't a small paper cut. It's dozens of touchpoints a day quietly working against each other instead of building one recognisable brand.
“Dozens of vendors, all interpreting the same brand differently, is a bigger risk at ₹300 crore than it ever was at zero.”
Services deployed
Execution
We built the logo, then defined three disciplined core colours alongside a secondary palette. The system was deliberately limited so vendors weren’t left improvising with an open-ended palette.
We built distinct indoor and outdoor shoot systems, covering model selection, poses, locations, studio backgrounds, colour tones, and the specific editing and grading process for each setting.
We defined exactly how ads should be designed, down to typography rules, ensuring performance creative stayed aligned with the wider brand identity.
We extended the design system into Amazon-specific creative, defining how supers and text overlays should be used so the marketplace presence followed the same brand rules.
Before & After
Before
After
Every vendor interpreted the brand differently
Undefined or inconsistently applied
No standard for models, poses, studio, or grading
No standard for locations, tones, or grading
Inconsistent across agencies
Treated separately, no standard for supers
