Gonzalo Bentancor – Personal Brand
Since 2014, Gonzalo Bentancor has built a career as a personal trainer with a mission to help people achieve a state of true FITNESS—not just in appearance, but in resilience against illness. Over the years, Gonzalo’s expertise expanded into kinesiology and chiropractic care, creating a unique approach that treats the body as a whole, inside and out.
While Gonzalo had years of experience and a loyal client base, his brand did not fully communicate his holistic, science-based approach. The visual identity lacked cohesion, and the messaging did not capture his evolution from traditional training to a comprehensive health and performance program.
We developed a new brand identity that aligned with Gonzalo’s vision:
Logo: A modern, clean design symbolizing balance, movement, and strength.
Color Palette: Deep Verde Jungla Oscuro (#0A212B) for stability, Botón Azul (#2DAAE1) for vitality, and Blanca (#FFFFFF) for clarity—supported by complementary secondary tones for flexibility.
Typography: Poppins as the primary typeface, offering a geometric, professional, and highly readable style.
Messaging: A clear brand story emphasizing holistic wellness, prevention, and long-term vitality.
Guidelines: Consistent rules for logo usage, type scale, and color application to ensure recognition across all platforms.
The rebrand positioned Gonzalo as not just a trainer, but a holistic health professional, attracting a broader audience seeking prevention, recovery, and performance optimization. The cohesive visual system improved recognition online and in print, while the refined messaging increased trust and client engagement.
+35% increase in client inquiries within the first 3 months of launch.
Improved brand recognition in both local and digital spaces.
Stronger emotional connection with clients due to storytelling and visual cohesion.