Among Equals has rebranded the personal training app, MyCoach with a design directly inspired by the tool that connects users to fitness coaches: a mobile phone.

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MyCoach, a personal training app launched last year, is the brainchild of founders Lucy Davis and Ben Haldon, fitness coaches, influencers, and hosts of the The Not So Fit Couple Poidcast.

Among Equals founder Emily Jeffrey-Barrett told Creative Boom that Haldon and David were impressive: "They had the UK's #1 fitness podcast, the training was exceptional, their community adored them, but their brand wasn't living up to all that. They needed a new identity to communicate their proposition clearly, and position them as the ultimate friendly, positive, personal training app."

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Jeffrey-Barrett and her team came on board to help Davis and Haldon do exactly that. The result is a cheerful, friendly that shows off MyCoach's accessible service and supportive attitude.

Fee Walter, who led creative on the project for Among Equals, added that one of the core challenges in designing a meaningful rebrand for MyCoach was bringing personality through via the identity. Walter told Creative Boom: "Other PT brands or fitness apps can feel quite soulless – some are macho, some are intimidating, some are cold and digital. The MyCoach founders had so much passion – they were warm, friendly, positive and community-focused. We needed to find a way to fight fitness conventions without breaking away completely from the cues in the category."

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To capture the warmth, simplicity, and connection inherent in MyCoach's offer, Among Equals developed a brand idea that centres around a simple but essential fact: MyCoach is a PT in your pocket. "We wanted an idea that could also function as a tagline, giving MyCoach a super easy way to communicate their new app offer," Jeffrey-Barrett told Creative Boom. She continued: "And critically, we needed to highlight that they're not just a fitness app – they're a full-blown, high-quality PT offer. 'PT in your pocket' gave us a really concise way to bring everything they offer together (from recipes to workouts to advice to their podcast). It communicates that, with MyCoach, the PT experience doesn't have to end when you leave the gym – it's always with you. And it doesn't hurt that it sounds nice too – energetic and alliterative."

To drive home just how accessible the training offered by MyCoach is, the AmongEquals team used visual cues inspired by a phone shape.

Jeffrey-Barrett said: "We used one of the world's most recognisable shapes, and the object that literally enables you to have a PT in your pocket – as the basis for the identity: a phone."

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