Forge Fit
Personal Trainer
Branding
Web design
Marketing
Kitchener, Ontario
2025
ForgeFit is a personal training brand founded by Aleesha, a bodybuilder and certified trainer based in Kitchener, Ontario. She offers in-person and virtual training, fitness programming, and nutrition planning for clients across the KW region. The goal of this branding project was to help Aleesha transition from a personal fitness influencer identity to a public-facing personal training business with long-term brand potential.
Summary
Aleesha approached Jaia Studio with a clear mission: to build a brand that felt powerful but inclusive — not overly masculine or feminine — and that clearly positioned her as a professional trainer. Together, we renamed the business from AMF Fitness to ForgeFit, created a logo and full brand identity, and developed visual assets that brought the brand’s ethos to life. The final identity leaned into the concept of forging strength and momentum, inspired by the symbolism of gears, movement, and personal transformation.
Challenge
The naming and visual aesthetic of Aleesha’s original brand didn’t fully align with her long-term goals or speak clearly to her ideal clients. While her online presence highlighted her work as a bodybuilder, it wasn’t immediately clear that she also offered personal training, fitness planning, and nutrition coaching. We needed to build a brand that could hold both sides of her work: one that felt strong and credible in the personal training space, while still allowing her to celebrate and promote her bodybuilding achievements.
Solutions
We renamed the business to Forge Fit to reflect both physical and mental strength — the act of building something lasting. The visual system included a brand stamp using the Roman numerals I and V (symbolizing time and movement), a clean logo, and a versatile color palette featuring copper, cream, and blue. Jaia Studio delivered a complete brand package, including logos, typography, patterns, and merchandise-ready assets — all designed to help Aleesha show up as a confident, credible trainer across social media, apparel, and marketing materials.
Since launching at the end of 2024, Aleesha has continued to grow her brand, attract new clients, and expand her reputation as both a personal trainer and bodybuilder. She’s launched branded merchandise, including ForgeFit sweaters, and has consistently received positive feedback on her elevated brand presence. The rebrand gave her the tools to communicate her expertise with clarity and confidence across every platform.
