This is more than a brand. It’s a living system. Rooted in real people, shaped by real effort, and designed to grow with clarity and purpose. Everything here has been built to reflect strength, curiosity, and care - drawing on elite sport, academic grounding, and truly inclusive coaching. These guidelines exist to protect that identity and help every partner, creator, and contributor carry it forward with confidence, creativity, and integrity.
Project 50 draws from three intersecting worlds. This overlap is what gives the brand its depth and its difference - it’s not just fitness, not just academia, not just elite sport, but the considered intersection of all three.
From elite institutions like Cheltenham Ladies’ College to university-level lecturing, Project 50 draws from environments where performance, safety, and excellence are non-negotiable.
Jo’s experience working with children and older adults ensures every body is coached with care and adaptability. This balance of rigour, research, and empathy is what gives Project 50 its depth and its difference.
How we show up, speak out, and set the standard. This is the mindset behind every session, every story, and every step forward.
Clarity and validated practice over opinions and fads.
Quiet consistency, no theatrics, no screaming motivational caricature.
Accessible to a wide audience without dumbing down or pandering.
Improvement is steady, structured, and process-driven.
Decisions taken with the horizon of decades, not 12-week cycles.
Our primary audience is adults roughly 28 - 55 - often urban, professional, and previously active. They’ve been fit before, or involved in sport, and are now seeking a more grounded, intelligent structure to rebuild or extend their capabilities. Secondary audiences include children and teens in structured programmes, and older adults with adjustments for safety and longevity.
When someone interacts with Project 50, they should feel: capable, grounded, calm, accountable, and respected as an adult. There should be an undertone of precision, structure, and control - not adrenaline, chaos, or forced positivity.
If the brand were a coach, it would speak slowly, clearly, and directly. It would not shout. The personality is: measured, assured, structured, observant. Warm but not sentimental. Strong but not aggressive.
The Project 50 wordmark is simple in construction, but deliberate in form. The angled terminals echo intent and momentum. The customised "5" and "0" are interlinked - speaking to continuity, partnership, and enduring effort. The wordmark is used for primary brand identification; the monogram for compact applications, favicons, social avatars, and merchandise.
Wordmark minimum width: 120px for digital, 30mm for print. Monogram minimum: 32px / 10mm.
Maintain clear space equal to the height of the "0" in the wordmark on all sides. No text, images, or graphic elements may intrude.
Use on neutral, uncluttered backgrounds. The logo benefits from generous spacing and room to breathe.
Only use the approved colour variants: white on dark, black on light, black on accent. No gradients, no custom fills.
Avoid drop shadows, bevels, gradients, or glowing effects. The mark stands on its own: confident and understated.
Never place the logo on heavily patterned or photographic backgrounds where legibility is compromised.
Plus Jakarta Sans is the operational typeface. It carries roughly 90% of all brand communication - from UI and microcopy to editorial and long-form writing. It’s modern, structured, and legible at every size. Its personality is neutral enough not to compete, but distinctive enough not to bore.
Syne is the editorial voice. Used sparingly for hero statements, campaign headlines, and editorial emphasis. Its bold geometry and off-kilter forms echo vintage sports aesthetics and progressive movements alike. It’s not for paragraphs - this typeface speaks when there’s something worth saying.
These tones reflect the environments we train in and the way we speak: warm, assured, and intentional. Colour plays a structural role - it defines hierarchy, signals interaction, and supports legibility. It’s never ornamental, always functional.
Avoid saturation - prioritise balance and contrast over decoration. Summer Tape must never fill more than 15% of any composition.
The backbone pairing. Maximum contrast, maximum clarity. Use for all body text, UI, and editorial layouts.
High-energy callout pairing. Ideal for navigation, buttons, and campaign assets. Tape on Pitch reads as confident and warm.
Calm, editorial pairing. Ideal for charts, data overlays, and long-form content that needs a tonal shift from the warm core.
Both are warm mid-tones. Together they collapse into visual mush - no contrast, no hierarchy. Give each space to breathe.
Steel Breath is a support colour. Don’t use it for text on grey backgrounds or as a primary fill - it disappears and looks indecisive.
Summer Tape is an accent, not a surface. Large fields of yellow feel cheap and uncontrolled. Use it for highlights, never backdrops (except the monogram card).
Project 50 uses two distinct imagery modes. Both share the same values: respect, substance, and an editorial eye. Never performative. Never exploitative.
Strong, dynamic, close-up. We favour close crops and quiet details - a hand, a mark, a breath. Black and white doesn’t mean flat: embrace contrast, grit, and grain. This is strength, not spectacle. Shoot with natural or single-source light. Let shadows do the work.
Close cropsHigh contrastReal movementGrain + texture
Editorial, calm, grounded. Objects and environments rather than glamour. Think soft directional light, warm neutral surfaces, resistance bands alongside notebooks. Quiet, deliberate routines with depth and tactility.
Editorial toneWarm neutralsSoft lightObjects + environmentsB&W images should feel caught, not staged. Frame for texture: skin, chalk dust, knurling, tape. Lifestyle images should feel arranged but effortless - like someone laid objects out with care, then stepped away.
Show real diversity - age, body type, skin tone - without tokenism. Avoid the camera-aware gaze. Subjects should be mid-action, focused, or at rest. Never posing, never performing for the lens.
Golden hour, outdoor movement, natural light. Real people, not models.
Spaces that feel lived in, not staged. Morning light, clean surfaces, quiet energy.
Above images are Unsplash placeholders. Replace with commissioned photography that matches this art direction.
For campaigns, we shift into colour - with energy, brightness, and context. Images should evoke warmth, movement, and memory. No glamour poses. No fakery. Just real people, captured in motion.
The tone of voice defines how Project 50 communicates - grounded and quietly confident. It reflects the discipline of training, the clarity of structure, and the warmth of coaching. Our tone adapts to the moment, but always speaks with clarity, care, and confidence.
Measured and editorial. Clear and precise. Structurally sound - good sentence rhythm and hierarchy. Confident without bombast. Human without sentimentality. Never use "we’re not this, we’re that" structures. If it reads like an advert rather than guidance, rewrite it.
Website & App: Clear, concise, utility-first. Jakarta voice.
Email & Editorial: Warmer, longer rhythm. Still structured.
Social: Shorter, punchier. Can lean more energetic but never shout.
Campaign: Syne moments. Big, purposeful statements.
Train for life, not the mirror.
Campaign headline - clear, purposeful, anti-vanity.
Recovery is part of performance.
Utility microcopy - grounded, reassuring, non-pushy.
Care is strength. Capacity is performance.
Brand mantra - measured, editorial, memorable.
BEAST MODE ACTIVATED! Get your SHRED on!
Loud, juvenile, cliché. Everything we’re not.
Hey girl boss! Time to crush it and be UNSTOPPABLE!
Infantilising, gendered, overhyped. Never.
No pain, no gain. Push through the burn!
Glamorises suffering. We never celebrate burnout.
Care is strength.
Capacity is performance.
Resilience isn’t luck - it’s built.
You don’t find balance. You train for it.
Train for life, not the mirror.
Sweat with intent.
Power is curated.
Strong is something you make.
Let’s build your base.
This is progress.
One more rep of care.
Recovery is part of performance.
No "shred," "beast mode," "girl boss," or "no pain, no gain."
Never glamorise burnout, suffering, or body insecurity. No aesthetic posturing.
Social is where the brand meets people in real time. The rules are the same as everywhere else - restraint, clarity, substance - but the rhythm is shorter and the energy can lean slightly higher.
The same imagery principles apply to social. Real people, real movement, editorial eye. No filters that shift the brand palette. No glamour poses. Crop with intention.
Real moments between sets. Quiet, grounded, not performative.
Natural light, real environments. Warmth and purpose over spectacle.
Use campaign voice for headlines. Keep captions editorial, not salesy. Let images breathe - one strong image beats a carousel of average ones. Use Summer Tape for highlights sparingly. Credit photographers. Write captions that could sit in a magazine column.
Use countdown timers, urgency language, or "link in bio" as a CTA. Post transformation photos. Use emojis as bullet points. Overlay busy text on images. Use filters that shift the colour palette away from brand tones. Repost motivational quote graphics.
Every email is a brand touchpoint. Signatures should be clean, minimal, and consistent across the team. No images, no social icons, no quotes. Just the information someone needs.
Name in Jakarta 700. Role and company in Jakarta 400. Summer Tape bar (40px wide, 2px) as the only brand element. No monogram in signatures - it doesn't render reliably across email clients. No phone number unless client-facing. Link to website, not social profiles. Keep it to four lines maximum.
Our naming system is modular, intentional, and grounded in the way people train. It builds from the ground up - from Form to Field, from capacity to performance. Each name reflects a mindset and a phase of progress.
| Tier | Name | Description |
|---|---|---|
| 0 | Foundations | Prehab, intro work, setting the base |
| 1 | Form | Technique, alignment, control |
| 2 | Flow | Dynamic strength, rhythm, capacity |
| 3 | Field | Applied movement, real-world performance |
| 4 | Fifty | Signature challenge, complete programme |
Primary actions use Pitch with Chalk Line text. Secondary uses outlined style. Accent buttons use Summer Tape sparingly.
Used for categories, tiers, and metadata. Always uppercase, tight letter-spacing, small type.
White backgrounds, subtle borders. Rounded corners at 8 - 12px. Padding at 32 - 48px.
Base unit: 8px. All spacing derives from multiples of 8. Common values: 8, 16, 24, 32, 48, 64, 80, 120. Generous white space is core to the brand’s restraint.
Core assets for partners, contributors, and collaborators. Contact Jo for extended asset access.
Complete colour and typography tokens as CSS custom properties. Copy-paste ready.
Structured design tokens for Figma, Tailwind, or any design system tool.
Wordmark and monogram in SVG, PNG, PDF. Light and dark variants included.
One-page summary of colours, typography, tone, imagery, and logo rules. Pin it to your wall.