EVOLVE Fitness Studio
OVERVIEW
For my capstone project, I developed the brand identity for EVOLVE, an all-in-one fitness studio designed to make movement more accessible. Rather than requiring members to commit to a single fitness niche or purchase multiple memberships, EVOLVE offers a diverse range of classes under one membership, empowering individuals to explore different ways of moving while supporting their evolving fitness goals.
The name EVOLVE reflects the belief that fitness is a lifelong journey, one defined by continuous growth rather than a final destination. This philosophy is reinforced through the tagline, "Stronger Than Yesterday," which celebrates consistent progress and the idea that even a 1% improvement each day is meaningful.
The visual identity pairs a refined serif typeface, Shefian, with a minimalist color palette and clean photography to create a modern, elevated aesthetic. The custom logo mark features a dynamic "O" that appears to shift and transform, symbolizing movement, growth, and continual evolution. When used independently, the mark also subtly resembles the human form, reinforcing the brand's focus on strength, wellness, and personal transformation.
ROLE
Designer, illustrator
TOOLS
Adobe Illustrator, Adobe Photoshop, Figma
Grayscale Logo
Color Logo
STRONGER THAN YESTERDAY
As I continued expanding the EVOLVE brand identity, I explored ways to make the “Stronger Than Yesterday” tagline feel more inclusive and adaptable across different fitness journeys. By replacing “stronger” with other comparative adjectives, the message could evolve to celebrate a wider range of personal progress.
For runners and cyclists, growth might look like being “faster than yesterday.” For those practicing yoga, it could mean being “calmer than yesterday.” Even the hardest workouts might leave someone feeling “thirstier than yesterday” or “sweatier than yesterday.”
This approach reinforces the idea that progress is not defined by one measurement of success. Whether physical, mental, or emotional, EVOLVE encourages clients to recognize the many ways they can grow and celebrate their own journey—especially on days when progress feels difficult to see.
PROCESS
My biggest challenge throughout my capstone project was defining the core message I wanted my designs to communicate. With an abundance of inspiration gathered from Pinterest, I found myself exploring too many visual directions and losing sight of EVOLVE’s central purpose. I initially focused so heavily on creating a welcoming space for people beginning their fitness journeys that I overlooked the brand’s key differentiator: providing a variety of fitness experiences under one membership.
There were many moments where I found myself questioning the direction of the project, revisiting and scrapping concepts because the overall vision felt unclear, even to me as the designer. To overcome this, I stepped away from the visual exploration and returned to the foundation of the brand by writing down my simple “big idea” and using it as a guide for future decisions.
Once I re-centered the project around EVOLVE’s core message, the creative direction became clearer. The brand system began to develop more naturally, allowing me to generate stronger concepts that felt intentional, cohesive, and aligned with the purpose behind the studio.
DIGITAL PRESENCE
While developing EVOLVE’s social presence, I recognized that a fitness studio experience extends beyond branding and marketing, it also requires a seamless way for clients to explore, schedule, and manage their classes. To create a more complete digital ecosystem, I designed both a website landing page and a mobile app experience using Figma.
The website landing page serves as an introduction for prospective clients, allowing them to learn more about EVOLVE’s class offerings, explore schedules, and book a free trial class. While current members have the ability to book through the website, the app was designed as their primary resource for managing their fitness journey.
The EVOLVE app provides clients with a streamlined experience, featuring upcoming classes, announcements, and favorited classes directly on the home screen. Through the calendar navigation, users can easily browse available classes by date, view sessions organized by start time, and filter options based on preferences such as class type or time. By selecting a class, users can access detailed information, including descriptions, expectations, and cancellation policies, creating a simple and intuitive booking experience from start to finish.
