When a well-known local gym decided to rebrand, all the owners had was a new name - Madison Fitness Collective. From an initial intake meeting with the owners through the launch of the brand and website, I led the team through creative ideation, direction, and strategy. Defining clear brand strategy and positioning became a north star for my creative exploration of the visual identity. I worked with copywriter, Audrey Meis, to define strong and clear messaging that fit the strategy and visuals. Designed and developed a full website from scratch including integration with third-party booking company’s software.