TaylorFit For You
TaylorFit For You is a fitness and nutrition brand for plus-size and overweight women over 40, an audience the wellness industry consistently overlooks. Certified Personal Trainer and Nutrition Coach Teisha Robertson had the results, the methodology, and the track record. She needed a visual identity and strategy that made her expertise unmistakable.
"The wellness industry was full of content that didn't speak to this woman. TaylorFit For You was built for her. The brand just needed to say so."
Project Overview
Industry: Health & Fitness
Engagement: Full Rebrand
Location: United States
Deliverables: Brand Strategy, Identity, Content & eBook
Teisha’s flagship offer delivered undeniable results for plus-size women without expensive equipment or fad diets. The methodology was proven, but the brand’s positioning lagged behind.
With no visual identity, no targeted messaging, and no lead magnet to capture her Instagram and TikTok audience, her expertise was getting lost. She was a specialist serving an overlooked demographic, but had no infrastructure to communicate it.
While the fitness niche relied on generic promises of fast weight loss, very few addressed the real barriers plus-size women over 40 face: sedentary jobs, time constraints, health conditions, and a history of failed programs.
What we assessed
- Market and competitive landscape audit
- Brand positioning and audience analysis
- Visual identity and feed aesthetic assessment
The Strategy
The strategy was simple: stop competing in the crowded general fitness market and own the space everyone else was ignoring. While the wellness market speaks in broad generalities, TaylorFit For You serves plus-size and overweight women over 40, specifically.
We leaned into that specificity. The goal was a brand that felt less like a fitness company and more like a dedicated partner. We stripped out the generic industry jargon and built a tone that’s warm, direct, and grounded in empathy, putting the client’s lived experience ahead of the trainer’s credentials. The result is a brand that earns authority, and guides the audience naturally toward the flagship offer.
We designed a targeted ebook as a lead magnet, engineered to capture the audience before anyone was asked to buy.
What we did:
- Brand strategy — purpose, vision, mission, audience, brand positioning.
- Brand identity — logo, colour palette, typography, tone of voice, brand values, messaging framework.
- Instagram feed aesthetic redesign.
- Content strategy — pillar framework, content mix, posting cadence, monthly content plan, voice framework and hashtag strategy.
- Multi-platform distribution strategy
- Lead magnet – ebook cover and content design
The Work
Verbal & Visual Identity
We gave the brand a voice, caring and direct, relatable to the audience’s pain points without ever talking down, backed by a strong visual system.
Logo
We built the TAYLORFIT FOR YOU wordmark and TFFY submark on a strong, condensed display face, confident and athletic at any size, from an Instagram avatar to an ebook cover.
Color Palette
We chose a palette built to stand out in a wellness market full of muted earth tones and clinical neutrals: dark violet for authority, light purple and light pink for warmth and welcome, dark pink for depth, with mint as the unexpected accent that stays fresh without falling into generic green-wellness territory.
Typography
We paired Avenir Next, clean and modern, built to stay readable across every social format with Nunito Sans for body copy in the ebook and captions. Structured enough to feel expert, open enough to feel approachable.
Instagram Grid System
We designed the grid as an alternating tile system across dark violet, light pink, and light purple, a rhythm that reads as a brand, not a run of posts. Photography featured plus-size women of colour in active, empowered settings, shot against brand-palette backgrounds, so the grid makes its point in three seconds: this brand was built for you.
Content Strategy
We designed the ‘7-Day TaylorFit Jump Start’ as the brand’s primary lead magnet, real intellectual property that demonstrates the methodology and captures subscribers before any purchase. It pairs meal planning with exercises women can actually do, built for the audience the fitness industry usually talks past.
Deliverables
- Brand strategy (full competitive and positioning analysis)
- Content strategy
- Ebook design — (Eat Clean, Stay Active, Get Healthy)
- Multi-platform distribution
- Mood board and visual direction
- Brand identity
- Brand Guidelines
- Instagram grid layout
The Shift
Teisha started with proven results and no infrastructure to carry them. She finished with a complete brand strategy, identity, guidelines, and a lead magnet, all built to say plainly what the wellness industry never had: this one is for you.
The Impact
- Positioned: A brand built for a specific, underserved audience, plus-size and overweight women 40+ claiming ground no competitor was owning clearly.
- Brand Visibility: A visual identity and Instagram grid designed to stand out in a wellness space whose imagery never spoke to this audience.
- Proven: The ebook pulled 15,000 views and 110 saves on TikTok, early evidence the positioning landed with the women it was built for. instantly recognisable in a saturated space.
Testimonial
“The content tactics was a hit. Gained over 30 followers… I’ve been creating them on Canva with my voiceover using your hooks.”
— 
Teisha Robertson, TaylorFit For You
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