“Elite Fitness” (name changed due to NDA) is a wellness brand built on the idea that fitness is more than just training — it’s about physical, mental, and emotional balance. I was brought on to create a visual identity that captured this holistic mission while aligning with the client’s personal aesthetic.

The brand primarily targets women ages 24–44 but was designed to feel inclusive for anyone pursuing a healthier lifestyle. Confidence, perseverance, and balance were central themes, with photography and design choices emphasizing real people engaged in lasting wellness practices. The identity needed to feel modern, approachable, and motivating across digital channels, especially social media.

Since social platforms were the primary channel for growth, I developed creative concepts that emphasized empowerment and inclusivity. Each design balanced bold typography with authentic imagery, ensuring the brand would stand out in crowded feeds while remaining true to its wellness-driven mission.

I explored several directions that blended chic minimalism with bold, ownable marks. The logos were designed to scale seamlessly across touchpoints — from social profiles to merchandise — while capturing the strength and elegance at the heart of the brand.

To demonstrate real-world impact, I created branded applications including a gym mural, apparel, and custom equipment. These mockups helped the client visualize how the identity could extend into physical spaces and merchandise, reinforcing consistency and recognition across all brand touchpoints.

The identity paired Lemon Milk for bold, confident headlines with Quicksand for approachable, modern body copy. A high-contrast color palette was chosen to reflect strength and vitality, supported by lighter secondary tones that add balance and flexibility across marketing and wellness applications.

I extended the identity into branded merchandise and stationery, creating a system that worked for both corporate swag and lifestyle products. The designs were bold yet versatile, making them equally effective in promotional campaigns, retail, and community events.

To ensure long-term consistency, I delivered a comprehensive brand guide detailing logo usage, color standards, typography rules, and design applications. This equipped the client with clear direction for future campaigns, social content, and marketing assets — ensuring every touchpoint stays true to the brand vision.

The result was a cohesive, modern identity system that positioned Elite Fitness as a wellness brand rooted in strength and inclusivity. From digital to physical applications, the visual identity gave the client the tools to grow their community, inspire their audience, and stay consistent across every channel.