Health and Wellness

Physique 57

Brand revitalization, transitioning from in-studio sessions to virtual classes.

Role

Brand & Experience Design Direction

Scope

Website Reskin, Web-App Reskin, Icon System, Brand Guidelines

Glow With The Flow

Inspired by the studio’s signature ambiance lighting, I themed this refresh 'Glow With The Flow," capturing the energy of the trainees and the glow of sweat and heat they generate during intense workouts. This theme seamlessly bridged the physical and virtual experiences, providing customers with a consistent, fresh, and engaging brand experience. The design direction was reinforced by clean, modern lines in the visual system, enhancing and unifying the overall redesign.

Refreshing a brand

The brand update delivered a full revitalization of the visual system, modern, bold, and built to connect with a fast-growing remote audience. The new identity felt more energetic, cohesive, and reflective of the studio’s core personality.

Key updates included:‍

A refined, modernized color palette
A new icon system for consistency across platforms
Custom illustrations to elevate storytelling
Updated brand guidelines for clarity and scalability

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Designed for mobile

As Physique 57 Studio adapted its business model to serve remote customers, the brand refresh had to address the significant shift to mobile and live streaming driven by the global pandemic.

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Shift to Live-Streaming

With live-streaming becoming essential, the brand refresh also focused on leveraging technology for seamless online booking. Rather than reinventing the wheel, the emphasis was on creating the necessary assets to white-label an existing industry-standard tech solution, allowing customers easy access to both live and on-demand content.