Urban Fitness Twin Cities

Urban Fitness Twin Cities needed a brand identity to represent their in-home fitness training service. Owner Addie Kelzer started the company to offer personal training and nutrition consultation for Twin Cities residents with hectic schedules. Our objective was to create a brand identity, digital web presence, vehicle graphics, and print materials. View Live Site >

work_uftc_logoprelimPreliminary Ideations

Final Logo

The brand we created turned the words Urban Fitness into a visual representation of its names and services. A bold illustrated city skyline reading “urban” paired with a running woman represent Addie’s main audience – busy, young female city dwellers. The result was a strong logo that stands out from its competition.


The website is a responsive, mobile-friendly site that attracts potential training clients and delights existing ones. Diagonal lines give motion to the site and reflect an upbeat active lifestyle. Type treatments are dynamic, energetic, and fun. Overall the brand comes through the website in numerous ways.


“As a startup company I needed a lot of different things to help me look professional and ready for business. The SPM crew got me set up with a beautiful logo that incorporated all of the pieces I’d imagined in my mind as well as additional graphics to be used for social media and printing. As far as my website, I get compliments from almost everyone that visits it! Every meeting with them is a combination of Q & A, design, laughter and coffee. I feel blessed to have them in my corner as our company grows!”

– Addie Kelzer, Owner of Urban Fitness Twin Cities

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