Rebel PT – A Brand Refresh for a Growing Fitness Community
Client
Rebel PT

Project 
Brand Identity

Role
Lead Designer
Project Overview
Rebel PT, a popular outdoor fitness brand, is known for its boot camp-style workouts and strong community-driven ethos.  While the brand had built a dedicated following in Aberdeen, Aberdeenshire, and Edinburgh, its identity was beginning to feel outdated.

The team wanted to modernise their look to better reflect their vibrant, inclusive ethos and attract a younger demographic, such as students and young professionals in their early 20s, without losing the connection with their existing audience.
The Challenge
Rebel PT had a loyal community but needed to attract younger members, including students and those in their early 20s, to sustain growth. Its logo, featuring a fist, was a key symbol, but the design felt outdated and unoriginal. The overall visual identity also no longer reflected Rebel PT’s high-energy, inclusive nature.

The brand lacked consistency across digital and physical touchpoints, especially on social media, where posts felt disorganised and lacked a clear style or strategy to engage new members.
The Solution

Brand Identity Refresh
•    Refined colour palette with brighter, more energetic tones to stand out in a competitive fitness landscape.
•    A modernised logo that retained recognisability while feeling sleek and professional.
•    Distinct sub-brands for Rebel PT’s locations and events to support their expanding presence.

Tone of Voice & Messaging
•    A bolder, more engaging voice that speaks to younger audiences while remaining authentic to the community.

Digital & Physical Brand Assets
•    New digital guidelines and templates to ensure a consistent online presence across the website and social media.
•    A merchandise revamp, updating Rebel PT’s beloved beanie hats, t-shirts, and feather flags for boot camps.
Results & Impact
The brand refresh has reinvigorated Rebel PT’s identity, helping it stay true to its adventurous and community-driven spirit while appealing to a new generation of Rebels. Rebel PT tracked its Instagram performance one month before and after the rebrand rollout,  revealing significant improvements:

•    15% increase in accounts reached
•    15% increase in profile visits
•    5% growth in link clicks
•    20% boost in content engagement
•    2% growth in followers
"Working with Poppy and Pete at Mearns & Gill was an absolute pleasure! As a brand, Rebel PT means the world to us, and entrusting others with something we’re so passionate about was a pretty nerve-wracking step. It didn't need to be though, they immediately understood our ethos and what we stand for, which gave us complete confidence in their vision."
Alice and Tom McAra - Rebel PT Founders