StrongWithDana Branding & Website

Dana was launching a private fitness practice focusing on no-shame coaching. After a discovery call and competitor research, I sketched out the shape language and iconography I wanted to use for the project. I wanted to avoid tired images like weights and biceps, and to convey a strong upwards motion. I then presented 3 aesthetic options to the client for review and discussion.

We settled on rounded logotype with erratic, energetic shape language. The color system is "awake", compared to many of the sleepy lavender colorways in women's fitness. The logo was applied to business cards and a simple, 2-page squarespace website.