UNDRGRND Training

(Credit: Brand and marketing team at Mo Works)

My Role

Brand Designer – Logo Design, Brand System, Merch & Rollout

Overview

UNDRGRND Training (formerly Team Fit) is a Tasmania-based HIIT gym rebrand targeting a younger, harder-hitting audience. The goal was to transform the gym into something that felt more like a streetwear label than a suburban fitness brand. It needed to feel raw, intense, and rooted in community.

Previously known as Team Fit, the gym needed a complete transformation, starting with a name. The client wanted to evolve into something bold, immersive, and culturally relevant. The rebrand needed to reflect their unique style of high-intensity group training: fast-paced, high-pressure, and community-first. We weren’t just refreshing the brand. We were building a new one from the ground up.

The Challenge

The client wanted to move away from the diluted world of generic gym marketing and position themselves as a HIIT training brand with serious identity and cultural weight. The new brand had to match the gym’s physical experience: explosive, high-intensity, and tribal. It also had to build a sense of pride and belonging for its members.

The Solution

As part of the Mo Works brand and marketing team, I worked across the entire rebrand. This included early concepting and naming input through to identity development and branded merch design. I designed the final logo, built a modular visual system, and applied it across apparel, signage, digital, and print.

The brand system was built to reflect the gym’s raw energy and underground ethos. It was stripped-back, unapologetic, and built for sweat. We used bold condensed typography, sharp contrast, black-and-white photography, neon accents, and iconography inspired by strength and movement. This included a custom flexed bicep mark. I also created a full suite of merch mockups and rollout templates to help the brand launch with visual consistency across physical and digital platforms.

The Results

• Branded merch worn proudly by members within weeks of launch
• Increased social media engagement post-rollout
• Strong feedback from members and staff helped cement the new brand identity
• Repositioned the gym as a serious HIIT training community with a loyal, youth-focused following

*Work completed as part of the team at Mo Works.