Client
Rebel PT
Project
Brand Identity
Role
Brand DesignerRebel PT is a community-driven fitness brand known for its boot camp–style workouts. It has built a loyal following across Aberdeen, Aberdeenshire, and Edinburgh; however, its visual identity was beginning to feel outdated and inconsistent.
The aim of the project was to modernise the brand to better reflect its inclusive ethos and help attract a younger audience, including students and young professionals, while still maintaining the strong sense of community valued by existing members.
Challenge
The challenge was to create a refreshed identity that felt recognisable but more modern, confident and appealing to a new generation of Rebels. The existing logo lacked distinctiveness, and the wider visual identity was inconsistent across both digital and physical platforms. Social media content, in particular, did not have a clear or consistent visual style, which limited its impact with younger audiences.
Solution
The solution was a refreshed identity that better reflected Rebel's bold, community-led ethos. The logo was modernised, supported by a bright and energetic colour palette, with distinct sub-brands introduced for different locations and events. A stronger tone of voice was developed to better engage younger audiences, while still staying rooted in the brand’s community spirit. Digital guidelines, templates and updated physical assets helped bring 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 a new generation of Rebels.
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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
