My role
As a Senior Designer at Basic-Fit, I led the international brand design team and was responsible for maintaining a consistent brand look across multiple markets.
I collaborated closely with external agencies and played an active role in shaping the new visual identity of the brand.
Alongside hands-on design and art direction, I mentored a junior designer and guided creative processes from concept to execution. My work focused on strengthening the brand’s visual presence across both digital and physical touchpoints.
The New Visual Identity
During the development of the new visual identity, I collaborated closely with an external agency to create a graphic concept that aligned with the updated interior design of the gyms.
In parallel, I art-directed a photoshoot tailored to this new environment and visual system. The resulting imagery is now used throughout the gyms as facades, large-scale wallpaper and section-specific visuals, with distinct graphics for areas such as strength and functional training. This approach helped create an inspiring, cohesive in-gym experience that connects spatial design with the Basic-Fit’s visual language.
Seasonal Campaigns
Alongside the development of the new visual identity, I created seasonal campaigns within the existing brand during a transitional phase. An example is the Let’s Get Fit Together campaign, where I intentionally used a full orange palette, moving away from legacy mint and graphic elements. The campaign was rolled out across the app, social media, and in-gym flyers.
