is a visual storyteller and artist calling Chicago home. Going beyond work, she sees art as a chance to experience life. She creates vivid, story first, works inspired by history, classical art, and cinema. With a skillset that extends to video production, fashion, design and animation.
WLWB Fitness Redefined Campaign
This portfolio showcases a collection of marketing collateral created for the launch of WorkLife Wellbeing's "Fitness Redefined" campaign at THE MART, Chicago. Six months into the gym's opening, I was approached by the Vice President of THE MART to lead the campaign, which marked the first time memberships were made available to non-tenants of the building.
Working closely with Vornado Realty Trust’s WorkLife branding book, I was tasked with creating a high-end, luxury-focused visual identity for the campaign, aligning the fitness brand with THE MART’s prestigious image. Under the slogan "Fitness Redefined," I developed a range of collateral, including flyers, digital displays, business cards, social media posts, and website branding. Each piece was designed to highlight the premium fitness experience offered while showcasing THE MART as a fitness destination in downtown Chicago.
This project reflects my ability to execute a major branding initiative, combining luxury aesthetics with strategic marketing to elevate the brand’s visibility and expand its reach.
01
Original Campaign Pitch
When the Vice President of THE MART approached me to create a campaign targeting outside tenants for gym memberships, I knew it was a significant responsibility. Not only was it a tremendous financial opportunity for the gym, but it was also the first time the brand would be introduced to a broader audience in the Chicago area. With no slogan provided and only the directive to make it luxurious, sporty, and authentically Chicago, I embraced the challenge of crafting a campaign that would resonate with the local community and elevate the brand to new heights.
02
Conceptual Sketches
Given the direction of "luxury, fitness, and Chicago," I began by sketching various concepts for potential campaign themes. Many centered around the idea of individuals in workout attire, set against the backdrop of THE MART, capturing the blend of urban sophistication and active lifestyle. Using the placeholder slogan "Chicago's Best Kept Secret," I explored how the campaign could highlight both the exclusivity and the vibrant energy of the city, ensuring that each design aligned with the brand's identity and values.
03
Critiques and Corrections
I presented the potential campaign styles to key stakeholders, including the Vice President of THE MART, the Marketing Director, and the Vice President of Marketing for Vornado Realty Trust. Following hours of in-depth discussion and collaboration, we reached a consensus on the final design direction and solidified the campaign's slogan: "Fitness Redefined."
04
Implimentation
After gathering feedback from the meeting, I went back to refine the design, working through four rounds of edits and adjustments until the final image was perfected. Once approved by key stakeholders, we began aligning all other brand collateral with the new campaign. We then distributed the campaign across all available media channels, ensuring a cohesive and impactful brand presence that resonated with our target audience.