No Limit Fitness wanted to redesign and rebrand their first logo, which used a yellow and black color system and arrow elements tied to their motto, The Only Way Is Up. As the brand evolved, the existing identity started to feel outdated and no longer reflected the scale, vision, or impact of the academy.

The new identity needed to keep key elements from the original brand while becoming more modern and flexible. It had to work across apparel, digital platforms, facility signage, and merchandise, with a logo system that could function as both a standalone symbol and a wordmark. Alongside this, competitor analysis showed that many performance gyms shared similar visual styles, so the brand needed a more distinct and elevated look to stand out. The overall direction had to feel bold, modern, and slightly futuristic, while representing performance, faith, community, and growth.