Lift Exercise was born from founder Erin Wetzel’s desire to create a truly balanced fitness experience — a place where both body and soul could receive equal attention and care. In a saturated market, we knew it would be a challenge to create a brand that would rise above the competition and maintain the client’s vision. With a launch date in sight, we immediately set to work on the identity, swiftly followed by extensions into collateral and a brand new responsive website.

The first step in building the Lift brand was honing in on key messaging that clearly communicated both the studio’s offerings as well as its personality. From this exercise came an inspiring manifesto, setting the tone and spirit for the visual identity.

The logo itself captures the positive energy characteristic of Erin’s personality and her vision for the brand— a simple yet striking pair of wings that rise up toward the sky. The bright shade of turquoise, unique within the fitness landscape, further distinguishes Lift from the competition.

When conceptualizing deliverables for Lift, we wanted to help guide future collateral, which resulted in the design of an oversized postcard demonstrating proper usage of color, text, and supporting graphics.

Perhaps the most fun we had while working on this project was designing the merchandise for the client to sell in the studio. Adapting the brand to tanks, tees, and pants allowed us to color a bit outside the lines and get extra creative. Recognizing the importance and power of a strong brand, Erin fully embraced the new design — we proudly watched from the sidelines as she applied it to everything from water bottles to bags, and even temporary tattoos!

ift’s website needed to emulate the atmosphere of the studio itself: modular, bright, and airy. It was crucial that the site not be over-designed, but still contemporary as to fit in with the brand’s identity. We designed a website that was flexible and intuitive to align with the client’s vision.

It’s always a treat to build a new brand from the ground up, and Lift was no exception. Through market research and listening closely to the client’s needs, we were able to create a unique identity that stands apart from the competition. With positive feedback rolling in from staff and members, we’re certain this brand has a bright future ahead.