Miami FitnessFactory

Overview

Rebrand and website for Miami Fitness Factory, a science-backed sports performance academy.

Client

Amir Eid

Year

2021

Industry

Health & Wellness

The Brand

Miami Fitness Factory's rebrand is built on founder Coach Amir Eid's own comeback story: a career-ending basketball injury turned into a science-first approach to sports performance and injury prevention. Kook developed a disciplined, credibility-first visual identity that positions MFF as a sports performance academy rather than a typical gym, reflecting its NCSF certifications and a client roster spanning national basketball federations and Olympic training centers across Lebanon, Saudi Arabia, Qatar, and Iraq.

The Approach

MFF's old mark leaned on a Spartan helmet, a symbol so common in the fitness space that it had lost all meaning. Kook stripped it away in favor of a clean, contemporary geometric icon, built on solid forms rather than borrowed imagery. The result is a sleek, robust identity system that carries the same discipline and precision MFF brings to training, applied consistently across the website, certifications, and every client-facing touchpoint.