Client
Rebel PT
Project
Brand Identity
Role
Brand DesignerRebel PT is a community-driven fitness brand known for its boot camp–style workouts. While the brand had built a loyal following across Aberdeen, Aberdeenshire, and Edinburgh, its visual identity was beginning to feel outdated and inconsistent.
The project aimed to modernise the brand to reflect its inclusive ethos and attract a younger demographic, such as students and young professionals, while still retaining the strong sense of community valued by existing members.
Challenge
To support growth, Rebel PT needed a refreshed identity that remained recognisable but felt modern, professional to a new generation of Rebels. The previous logo lacked originality, and the visual identity was inconsistent across digital and physical touchpoints. Social media content, in particular, lacked a consistent style and clear strategy, which limited its appeal to younger audiences.
Solution
A fresh identity was created to reflect Rebel PT’s adventurous, community-driven ethos. The logo was modernised, a bright and energetic colour palette was introduced, and distinct sub-brands were developed for locations and events. The tone of voice was made bolder to engage younger audiences while staying true to the community, and digital guidelines, templates, and refreshed physical assets ensured consistency across all touchpoints.
Results & Impact
Following the rebrand, online engagement showed a clear and measurable improvement, with Instagram performance showing a 15% increase in accounts reached, a 15% increase in profile visits, a 5% growth in link clicks and a 20% boost in content engagement within the first month of the rollout. The refreshed brand gave Rebel PT renewed confidence, allowing it to continue growing its community while appealing to the next generation of members.
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Working with Poppy & 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
