The Challenge
As Kirkland’s first Lagree fitness studio, The Pursuit needed a bold and cohesive brand identity to make a strong debut. However, just months before launch, the studio’s owners found themselves dissatisfied with an existing logo created by a previous designer. With no established branding guidelines, they were left without a visual direction that aligned with their vision and values.
The Solution
During my research into Lagree fitness, the concept of “Evolution” consistently emerged as a defining theme. Inspired by this, I crafted a new logo that embodies a modern, lean, and energetic aesthetic—reflecting both the studio’s mission and the dynamic nature of Lagree workouts. To solidify the visual identity, I developed a comprehensive brand standards guide along with a distinctive logo mark, ensuring consistency across all touchpoints and elevating The Pursuit’s professional presence ahead of its launch.
The Results
The refreshed brand identity empowered The Pursuit to stand out in a competitive fitness landscape, resulting in significantly stronger public visibility. Cohesive and visually aligned marketing materials played a key role in promoting the studio’s launch and ongoing campaigns. Since then, The Pursuit has successfully expanded to two thriving locations in Bellevue and Kirkland—demonstrating the value of strategic design in supporting business growth.
Roles
Art Direction, Design, Production
Tools
InDesign, Illustrator, Photoshop
Category
Branding