Reinvigorated this innovative, mother/daughter-owned brand with an evolved identity that featured a strong voice, differentiated colors, artistic portrait photography, and an overall aesthetic that leaned slightly feminine, while maintaining plenty of room for the boys.

Designed statuesque, photography-heavy digital spaces that conjured the body-sculpting nature of the product/service.

Highlighted the acrobatic, balletic origin of the program with clean, contemporary visuals that communicated grace and beauty, whereas the competition generally focuses on power and sex-appeal.