The Athletic is a performance-driven fitness brand built on discipline, intensity, and community. As the company expanded from one studio to four, the brand needed a unified identity, cohesive physical experiences, and a clear digital ecosystem that could grow at the same pace as the business.
I led brand identity, environmental branding, digital experience, social storytelling, and the creation of scalable marketing systems that supported the brand’s rapid expansion.
Brand Identity
I guided the evolution of The Athletic’s visual and verbal identity, shaping:
typography + color system
tone of voice
photography direction
brand personality and mindset
The goal: build a brand that feels as strong and intentional as the training itself.
Environmental Design
As the brand expanded, I led the creation of environmental branding across four locations, ensuring each studio carried the same energy, clarity, and visual language. This included:
exterior signage + street presence
custom architectural features (neon, statement walls, branded installations)
wayfinding + member journey touchpoints
locker room + functional support spaces
Each space maintained a unified identity while adapting to its own layout and neighborhood.
Social Strategy
I shaped the brand’s social presence through:
content pillars + storytelling structure
trainer and class-based narratives
photography + video direction
announcement + promotional cadence
community highlight moments
Social became a key engagement engine for the community and a long-term retention driver.
Website Design
I oversaw the redesign of the website to reflect the new brand identity and support business growth through:
simplified class schedule structure
improved booking clarity
clear brand messaging + hierarchy
visual refresh aligning with new identity
The site became the primary entry point for new members and location launches.
Scalable Marketing Systems
To support ongoing growth across multiple studios, I built a brand kit and marketing system that included:
social templates
email layouts
class + announcement templates
promotional frameworks
signage + messaging tools
This allowed the team to execute quickly and consistently while maintaining brand integrity.
Impact
My work helped The Athletic scale with clarity and cohesion, ensuring every new location, digital touchpoint, and marketing moment felt unmistakably on brand. The result was a performance-driven fitness brand with a unified identity, a strong community presence, and a foundation built for continued growth.
