Legacy Strength Gym
Role: Lead Designer & Brand Strategist
Client: Legacy Strength Gym, a fitness brand focused on community-building and sustainable membership growth.
Primary Goal: Develop a cohesive brand identity system spanning logo, merchandise, and in-gym signage.
Challenge: Create a visual system for an established brand that balances the grit of NYC fitness culture with the polished expectations of a suburban Long Island audience.
The Approach
Modernized the brand’s visual language to better resonate with its core demographic in a saturated fitness market.
Built a defined identity system to improve clarity and consistency across mobile, merchandise, and physical touchpoints.
Sourced commonly used in-gym phrases and member language to inform merchandise concepts, strengthening connection with existing members while appealing to prospective ones.
The Outcome
Delivered a fully redesigned identity system with stronger visual alignment across branding and merchandise.
Updated Legacy Strength’s visual presence to better reflect its audience and current market positioning.
Deliverables
Primary logo system (standard, stacked, 3D, black & white, brick texture)
Three finalized apparel graphics with mockups
Style direction and usage guidelines
