Quality Fitness

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Angel Nicolas, founder and creator of Quality Fitness Miami, came to The Creative Complex through a referral of a mutual friend.

He came with a name and an idea of a business, and needed us to create everything from scratch.

As the idea flushed out and our relationship grew, we knew there was an opportunity for us to come together to create this brand.

This case study outlines the creation of a brand new brand.  With only the name of the company and the target market, we did our magic.


Project Features


Responsive Web Design

Responsive web design (RWD) is an approach to web design aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).

Case Study


Quality Fitness Miami approached The Creative Complex to create a brand that appealed to a high-end fitness audience. QF and CC felt that an effective brand strategy would position them in a growing space and give Angel a website magnet to attract leads.

Our task: To create a logo, collateral, lead generation website, and social media branding for a new business.

Our Process

The best identity programs embody and advance the company’s brand by supporting the desired perceptions. In the case of Quality Fitness Miami, our objective was to develop an identity that encompasses every tangible expression of a “high end” yet approachable brand. Our goal for QF was to introduce and position the new brand as the benchmark for Miami fitness in the growing Downtown market, create immediate brand recognition on social media, thus leading to first impression awareness and new purchasers.

We accomplished this by developing a brand identity that would become immediately recognizable, distinctive and sophisticated thereby positioning QF for success. We focused on key elements necessary to distinguish QF: the process.


The success of QF’s brand strategy implementation plan involved the development of a multi-platform, social media and event branding identity program. The collateral is designed to brand the results, peak interest and generate sales. We developed brand identity elements, digital media, and identity collateral for both online and offline use.


The result is a a cohesive brand across all digital platforms and the successful launch of QualityFitnessMiami.com.


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