Coach Jaq Molloy is a fitness enthusiast since she was a kid. A figure skater, a part of the badminton team, and a regular at fun runs while living in Sydney, she followed an active lifestyle. With health and fitness being an essential part of her life and a way to deal with stress from her previous job, she developed a genuine passion for the field.
Throughout years in fitness training, she had an unyielding desire to share the knowledge she gained. Her passion, coupled with her advocacy for the embodiment of self-love and confidence, Just Jaq Fit set off as a coaching brand built to encourage, inspire, educate, and support people in achieving their fitness goals.
In 2020, Coach Jaq sought the help of Design for Tomorrow to create a modern and professional identity. The challenge is to distinguish it from the competition, effectively capture the target market’s attention, and achieve that balance of femininity and power that will both represent the founder as well as the brand.
The inspiration came from the initials of the brand itself, a logo crafted with two letter Js creating a twinning effect that stands for self-reflection and positive affirmation, fully capturing her belief that building confidence is attributed to feeling great about yourself. DFT also crafted an alternate dynamic wordmark option for their social media to appeal to the younger market, representing how everyone’s journey to fitness always starts with a single block, putting in one block after another to achieve their goal.
Integrating Coach Jaq’s personal preferences, the combination of yellow and gray were chosen as the primary brand colors, a more casual and natural approach to art direction and photography portraying a balance between active, fun, and modern lifestyle.
Just Jaq Fit is a Singapore-based coaching brand by Coach Jaq Molloy. This project was realized through close collaboration with our Singapore partner, One Triple Four.
Client Just Jaq Fit Industry Lifestyle, Wellness Discipline Art Direction, Design, Identity Location Singapore
Creative Director Ric Gindap Art Director Bonnapart Galeng Identity Designer Israel Contreras Animations Dale Philip Rodriguez Creative Associate Grazeel Gindap Collaborators (Portrait) Just Jaq Fit Team Project Director Joan Leong @ One Triple Four