Project: Logo Design + Brand Identity
Role: Everything! Account Director, Creative Director, Designer, Project Manager
Tools: Illustrator, InDesign, Photoshop, Wix
Brand overview: Wicked Fit is a strength and conditioning gym located in South Park, San Diego. They have a variety of group classes, personal training, and help members achieve their fitness goals.
Some back story: The East Coast-born owner had recently purchased a gym (formerly GFIT) and wanted to rebrand it to reflect her bold vision and dynamic personality. It was a deeply personal journey for her, and we collaborated closely over several months to craft her vision, define her goals, and create a scalable identity for the future.
Considerations: Gyms can be intimidating. I focused on crafting a brand that felt strong and dynamic while remaining approachable and fun. In addition to designing the logo and brand identity, I also designed the building’s exterior, ensuring it became a true reflection of the new brand.
