SERVICES
Branding
Social Media Templates
ABOUT
Misfits was born from a simple but powerful idea: that fitness should feel supportive, welcoming, and human.
After more than 10 years building Misfits and nurturing a deeply loyal community, founder Lauren had created something special – an environment women genuinely wanted to be part of. As the business continued to grow, it became clear that the visual identity needed to evolve alongside it. It was time to invest in a look and feel that reflected the maturity, confidence, and strength of the community she had built.
Founder-led and community-driven, Misfits exists to create a training club for women who want to build strength, confidence, and connection in a space free from judgment or ego.
At its core, Misfits is about showing up, building confidence over time, and feeling part of something.
At its core, Misfits is about showing up, building confidence over time, and feeling part of something.
POSITIONING
We worked to refine the brand’s positioning, clarifying what Misfits stood for and how it needed to show up moving forward.
The goal was to create a brand that felt strong but approachable. Established but still deeply human.
Something that reflected both the physical strength and emotional safety Misfits provides.
The identity was designed to feel confident, grounded, and unmistakably Misfits.
We developed a typographic system and visual language that could flex across digital and physical environments while maintaining consistency.
The direction balances strength with softness, allowing the brand to feel powerful without becoming aggressive or exclusive.
It gives Misfits the confidence to stand alongside larger fitness brands, while remaining true to its community-first roots.
TONE OF VOICE
Misfits has always been built on connection.
We refined the tone of voice to reflect how Misfits actually speaks. Honest, encouraging, and direct.
The messaging avoids traditional fitness language, instead focusing on progress, consistency, and belonging.
This ensures every interaction feels aligned with the experience inside the space.
COLOUR
The Misfits palette is femme, confident, and expressive.
It brings warmth and personality into a category often dominated by darker, more masculine tones.
It reflects the energy of the space and the women who make it what it is.
More Work