Aerten Health & Fitness

...commissioned me to create a brand identity, build a new website and photograph the business in action. The first step was to create some content for the website and start researching the brands new visual style, so I went to work on creating a selection of mood boards, researching typography and colour options that would be suitable for a strong driven health and fitness brand identity.


Developing the logo

...and the brands visual style took a fair amount of research, including developing a few ideas from the typography and abstract shape research I started with.

I always sketch my initial ideas in a notepad before taking them into the digital stage, if the logo seems to work in on paper then it should translate well to the screen. These early mockups had the right feel in terms of a bold, strong style with the typography but the graphic icon itself didn't seem to fit.

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With ideas seemingly coming together

...developed from the shapes of the letters in this font option I finally felt that the logo itself had grown into a shape that represented the brand. The initials of Aerten - 'A' and 'F' combined in one abstract shape seemed to fit the theme and the direction of the projects visual style came together. Working with Jodie was invaluable in the brand development process as client feedback is often essential in taking a project in a new direction previously not considered.


Jodie had asked me to adapt the business name to Aerten Health & Fitness, which posed a few issues in the placement of the additional text. After some experimenting with the layout, I felt the new logo and text combination really helped the end design. A selection of colours were considered but with the strong red colour fitting perfectly with a contrast heavy black and white theme for the photography I had in mind it was a clear decision to use the bright red.



With a specific style for the photography in mind had to suit the theme of the brand, but also be strong enough as pure photography to stand on its own. A black and white high contrast style worked well. My first shoot with Jodie was a combination of portraits and candid moments as she worked out in the gym.


The next photography session was more of a documentary approach as I photographed Jodie with her clients on Gyllyngvase beach in Falmouth for an outdoors-based group personal training session. Watching Jodie instruct and direct her clients in this environment allowed me to capture some great candid moments as everyone trained.

“ I couldn’t have enlisted the help of a better website designer or photographer for my health and fitness business. Darren worked closely with me to ensure I had the exact website I wanted whilst also providing his professional eye for detail throughout. He also designed my branding, made the whole experience enjoyable and the website personal to me. He is modern in his approach and thorough in his work.”
— Jodie, Aerten Health & Fitness



With the photography & design work completed the final part of the project was to build the new website. The website features a few specific elements including an online store and the ability for Jodie to easily update the content herself by adding new photographs, news updates, and text to the website.

The site is fully responsive for use on any mobile device or desktop. To see what updates Jodie has made to her website and to check out what Aerten Health & Fitness can do for you take a look at