Brand Strategy

Visual Identity

Extra Brand Assets

Digital Guide

overview

Elegant design for a women-owned gym dedicated to empowerment through a space of confidence and community.

Epic collaboration with Michelle from Minty Made for a new gym getting settled in Seattle, WA. We joined creative forces to help the founders, Laura and Julia, fulfill their new business branding needs.


Embody Strength and Wellness focuses on strengthening people mentally and physically—working to create a space where personal growth and support go hand in hand. The two founders are dedicated to building a gym with an inclusive environment where women can focus on wellness throughout their body and minds.


Objectives


  1. Provide design support for Michelle as she works to transition away from her design business and into her new role as a fractional CMO.

  2. Work together through brand direction, naming, logo concepts, and presentation to keep the client informed and involved. Communicating throughout to keep the project moving according to the timeline.

  3. Create a logo family appealing to women that is easily scalable for a wide range of materials—apparel, stationary, signage, and more.

  4. Establish a condensed style guide to help the client form a cohesive brand experience throughout every touchpoint.

  5. Build on-brand marketing materials once the visual identity is approved: business cards and digital lifting guide.

strategy & design

We created a refined mark rooted in unity and balance to create a sense of strength. 

Because of their commitment to physical and mental health, their branding needed a little extra finesse. We aimed for the sweet spot between what you expect in a gym logo and the softness you find in a spa—erring on the gentle side to highlight their unique value in the market.


The geometric, interconnected shapes build a solid foundation and the overlapping areas represent the reciprocity of strength and wellness within the business. There are two sides to their strength building program and each work together towards a united goal.


Color scheme is light and airy to create a sense of calm and peace. Also being used alongside a touch a gold to brighten up their physical space. 

“Working together [gave] me more time to focus  while still feeling confident that we could deliver an amazing branding solution to our client.”

Michelle Mayther

Founder of Minty Made

the impact

The client can open their gym doors feeling confident that their branding aligns with their brand foundations. Striking the perfect balance between fiercely feminine and the standard big and bold you see in many gym logos. Because of their commitment to physical and mental health, they can claim their uniqueness and enter the market with a strong, contrasting visual presence when shown beside other area gyms. 


Bringing me on as a contractor, allowed Michelle from Minty Made to take time to focus on setting the foundations of her new business endeavor. This was her final brand design project before she took the leap to offer fractional CMO services. I was thankful to be able to give her peace of mind while working through her own business transformation.

To learn more about Michelle's services as a fractional CMO, you can check out her website. Also happy to introduce you—I'm a huge fan of her community built around the Green Marketing Academy too!

Discover More

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Secondary logo displayed on top of a photo of a hand touching cattails with a color overlay.
The Greener Gift t-shirt mockup shown folded neatly in a cardboard box with a kraft paper tag.
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