Fleets Fitness was created in 1983 by Don Van Fleet in Shelby, Ohio.
40+ years later, Fleets has grown into one of the largest and best-equipped 24/7 key card access gyms in North Central Ohio. Today, the facility spans 30,000+ square feet and features more than 100 pieces of equipment.
In the past, Fleets was known as a powerlifting-focused gym. Through creative multimedia and a refreshed brand identity, I helped the business reposition itself to appeal to a wider range of gym enthusiasts.
Projects Completed Jan-March 2026
Brand Identity Refresh
Primary Logo:
New Secondary Logo:
Fleets’ primary logo relies heavily on powerlifting imagery, presenting the gym’s identity as a space primarily for serious lifters and competitive athletes.
Their owner tasked me with creating a secondary logo. Rather than relying on literal fitness imagery, I introduced a clean, modern wordmark that draws inspiration from the bold typography featured throughout the gym’s newly renovated space.
By removing these literal references, my design modernizes the brand while reflecting the gym’s evolution into a space for all types fitness enthusiasts.
Before:
After:
