during my time at become fitness, i had the opportunity to redesign the existing brand identity for the gym. this project gave me the real-world experience of spearheading a rebrand from concept to watching my design be sold on merchendise.

after talking to my boss, zack, and going over his vision for the company, we wanted the rebrand to properly encapsulate the environment that has kept members returning for years. we kept the colors of the original logo so it felt familiar to long time gym-goers. during the process, i drafted three different logo sketches (see the process page below :P), and was able to create a rebrand that felt clean, fresh, and welcoming to all. become fitness isn't just for the gym bros, it has something for everybody.

i created multiple color variations of the logo, including limited edition merch for specific times of the year to help boost sales of the merch and make people really want to show off their love for become fitness! i was able to watch the sales of the limited 4th of july edition merch as well as the standard black and white shirts, and an embroidered trucker hat too. it was so rewarding to walk around the gym and see people wearing the logo that i designed.

tools: adobe illustrator, photoshop, procreate.