MFIT Personal

Great branding doesn’t just elevate a product — it shapes how people feel, connect, and see themselves in the world around it.

Project Overview

MFIT Personal is Latin America’s largest personal trainer app, serving over 300,000 professionals and 5 million users across 30 countries. As a full-service fitness platform, it helps PTs manage training programs, client data, assessments, and billing in one place.

Our mission: build a visual identity and brand experience that not only elevated the MFIT name but truly resonated with the fitness community — reliable, modern, and movement-driven.

Details

Time Frame:

Jun 19 – Mar 21

Role:

Creative Lead & UI/UX Designer

Involvement:

Branding, Branding Research, Web Interface, Prototyping

Preview - Before Rebrand

Overview

Throughout the rebranding journey of MFIT Personal, we encountered several key challenges that pushed our creative and strategic boundaries. One of the main hurdles was updating the visual identity of a well-established platform without compromising the trust and loyalty of its current user base. We also faced a significant gap in available branding frameworks tailored to fitness professionals — most methodologies felt generic and detached from the realities of personal trainers. On a technical level, the app itself had a dense, utility-heavy interface that made it difficult to balance form with function. Working within a startup environment, we also had to navigate limitations in development resources and ensure the new design system was both scalable and easy to implement. Lastly, maintaining brand consistency across multiple teams (product, marketing, sales) was an ongoing challenge as the brand began to grow more rapidly.

Challenges

Bridging Trust with Innovation.
Lack of Fitness-Specific Branding Frameworks.
Balancing Functionality with Aesthetics.
Limited Resources for Implementation.
Maintaining Consistency Across Touchpoints.

Solution: We preserved key aspects of the original visual system (such as app structure and core messaging tone), layering on freshness and dynamism through gradual rollouts and user testing.

Solution

To overcome these challenges, we embraced a collaborative and research-driven approach. We led the creation of the first branding methodology specifically focused on the fitness industry — combining behavior analysis, emotional branding techniques, and qualitative insights from personal trainers. This custom framework grounded every design decision in real-world needs and aspirations. When updating the visual identity, we preserved key familiar elements to maintain user trust while gradually introducing new assets and styles to signal evolution. To simplify the user experience, we redesigned interfaces with intuitive layouts and micro-interactions that didn’t sacrifice functionality. Our lean design system allowed for staged implementation, ensuring we could work within technical constraints. To ensure brand consistency, we delivered comprehensive brand guidelines and led onboarding sessions with internal teams to align visual direction across all communication channels.

Preview - After Rebrand

Results

The redesign of MFIT Personal led to impactful and measurable results. User retention increased significantly as the updated visual identity reinforced credibility and trust. Our research-backed strategy helped reposition MFIT as not just a tool, but a movement — elevating its value in the eyes of both trainers and their clients. Organic engagement on social media grew, accompanied by positive sentiment and feedback from the community. Conversion rates improved, particularly among new personal trainers joining the platform, and premium subscriptions saw a steady increase post-rebrand. Internally, the new brand system improved alignment between design and marketing teams, creating a more cohesive and efficient workflow. Ultimately, the project played a key role in strengthening MFIT’s position as the most trusted personal training platform in Latin America.

Brands need to evolve over time to stay relevant. This means being open to change and continuously adapting the brand strategy to reflect market trends and consumer needs.

Measurable Impact

User Retention: Brand consistency and trust led to higher engagement and longer-term app usage.
Market Positioning: Helped MFIT consolidate its role as the most trusted PT platform in Latin America.
Conversion Rate: Post-rebrand analytics showed increased sign-ups from both trainers and clients.
Brand Sentiment: Positive social media feedback and an increase in organic mentions.
Revenue Growth: A rise in premium subscriptions and expansion into new markets.

Brands need to evolve over time to stay relevant. This means being open to change and continuously adapting the brand strategy to reflect market trends and consumer needs.