Creative Direction for The Workout Attic's Brand Identity

For The Workout Attic, an urban gym with deep roots in Detroit, I led the creative direction from story to space. The project began with a brand story rooted in resilience and transformation based on the gym’s original attic. That narrative became the foundation for the full brand identity.

Drawing inspiration directly from the physical space, I photographed the original attic and translated its gritty textures and structure into a full visual language. The soot-stained walls and rugged architecture informed the logo design, color palette, patterns, typography, and wallpaper concepts ensuring the new brand retained the spirit of the original location.

The environmental design (including custom murals and signage) carries the visual energy of the attic into the new gym space, preserving its character while elevating it into a modern, full-service facility.

The brand system also included:

Interior space concept mockups featuring wall art and signage

Stationery and print collateral

Branded merchandise and uniforms for staff