For my senior art direction project at Roger Williams University, I developed a brand identity for a fictional fitness company centered on self-love, body neutrality, and mental wellbeing. The project responds to the pressures of social media–driven body ideals and the growing need for accessible mental health support, exploring how thoughtful design can reshape the way people engage with fitness.

Grounded in research on the connection between movement and mental health, the brand positions exercise as a tool for empowerment, energy, and community rather than appearance-based goals. I created a visual identity system designed to foster an inclusive, welcoming environment—one where members feel supported in building sustainable, positive relationships with their bodies.

The final identity system demonstrates how graphic design can support social initiatives and create meaningful, human-centered experiences within the wellness space.