FitLab Strong is a startup gym and fitness studio with big plans for regional expansion across Northern California. While at Commence Studio, I helped build a bold and inclusive brand identity designed to grow with them—one that communicates strength, energy, and a sense of belonging.

Working closely with the creative director, I contributed to the core brand identity concepts and developed a full visual system that included typography, color palette, graphic assets, patterns, signage, and imagery direction. The design system was crafted to feel powerful yet welcoming—supporting the gym’s mission to make fitness accessible to all.

The result was a strong, cohesive brand that’s now used across multiple locations, marketing materials, and in-gym experiences. Since launch, FitLab Strong has grown its membership base and recurring revenue, with the brand playing a key role in its successful regional expansion.

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