I led the development and update of the branding and identity for GIQUE Fitness (pronounced "geek"), a fitness brand that blends geek culture with health and wellness. This project involved refreshing the logo, creating brand guidelines, designing new patterns, icons, and mockups for various branded products. For the logo refresh, my primary focus was adjusting the spacing of the original logo, as it was noticeably off. The goal was to refine the balance and proportions to ensure a more polished, cohesive look while retaining the brand's original identity. This subtle yet impactful update helped enhance the logo's overall legibility and aesthetic appeal, ensuring it better represented the brand’s values and vision. My goal was to craft a unique and empowering visual identity that would resonate with both the geek and fitness communities, giving the brand a distinctive look and feel. Although the brand later reverted to its original name, "Team Accountable," the work done during this project helped me gain valuable practice in refining brand identity and creating a cohesive visual direction.
