ABOUT

Concept:
LW Fitness is a dance fitness brand created by personal trainer and fitness coach Laura Waterson. The brief was to develop a distinctive visual identity that could establish the brand within its classes while providing the foundations for future retail merchandise.

Execution:
I developed the identity around an abstract LW monogram, drawing visual inspiration from the power and energy indicators found within fitness equipment. The identity was designed as a flexible brand asset capable of working across digital communications, apparel and merchandise.

Results:
What began as an identity and apparel concept for the fitness community developed into a broader branded merchandise proposition, creating a consistent visual platform that could move from class environment to retail.