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BOLD

Built to delete the background noise around fitness.

Italy2026Fitness

Giorgio Bonomi came to us as a personal trainer with a name, an idea and the ambition to build a club around coaching. We built BOLD from the ground up, strategy first, then the identity. Since 2024 the collaboration has kept evolving the brand with the business.

The client

BOLD StrengthPrivate coaching club in Franciacorta, founded by Giorgio Bonomi. Training and habits that last, in the studio and online.

Evolution services

  • Brand FoundationsStrategy, positioning and a complete identity system. The brand built from the ground up.
  • Brand GuardianshipOngoing creative direction that keeps the system evolving instead of ageing.
Orange flat visual titled Tailored Coaching, with the copy: We don't sell workout plans. We build paths that evolve with you. A standard plan tells you what to do. A serious coaching journey starts with who you are: your goals, your level, your history, your real potential, and the time you have available. BOLD mark and Coaching Journey in the footer.
Wide-angle photograph from below of an athlete curling two dumbbells, motion-blurred, black and white.
The brief

Bring the brand up to the service.

A trainer with a following, a name and an idea: a club built around coaching, not a gym with trainers in it. The ask was to make it real and to bring the positioning up to the level of the service. So the work began with strategy: a unique selling offer, a clear position in the area, and service packages that could carry the price of the coaching. The logo came later.

BOLD outdoor campaign: three billboards on a concrete wall. An orange poster of a woman raising two dumbbells reading Elevate Yourself, a pale poster reading Join the Club, and a blurred athlete's back with the line Disconnected from everything, connected to myself.
Monochrome campaign visual: a woman swinging a kettlebell in a pale studio, her movement traced by a ghosted second exposure. Corner labels read Breathe In and Join the Club.
The identity

Delete the background noise.

BOLD exists to delete the background noise around fitness: no pre-packaged schemes, no shouting. Good training, no excuses, and habits that outlast the programme. The mark says it in one shape. Two rising bars: two legs mid-jump and an arrow growing towards the future. Orange on black, simple enough to live on a shirt, a story or the studio wall. Not fitness. Identity.

Campaign visual of a runner in a grey hoodie and orange shoes mid-stride above a mirror-like surface, reflected below, with the line Chase your Limits.
Orange campaign poster: a woman's profile blurred sideways into the background, the BOLD mark top left and the line Not Perfect, Not Easy, Real at the foot.
Black and white campaign visual: a motion-blurred athlete gripping a bar, with the line Burning Out. Burning Up. at the centre.
The evolution

Two years on, still moving.

Since 2024 the collaboration has evolved the brand as the business grew: from one trainer to a club with a team of six, from the studio in Franciacorta to online coaching, from training to an ecosystem with nutrition, medicine and physiotherapy. Today BOLD is known across its area, Giorgio is one of the most recognised coaches in the province, and the offer holds a premium price that has risen with the brand.

Smartwatch mockup with an orange sport loop strap and the BOLD mark on the screen, in motion against a pale background.
Orange flat visual with the headline Covering Distance in white, the notes Every layer, Every choice and Progress in Transparency, over flowing orange folds.

The people behind the project

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The people

behind the

project

Strategy and identity

Marco Gabanelli

Creative Direction

Nicola Pezzotti

Art Direction & Visual Design

Liana Bonanno

Art Direction & Motion Design

Next project

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