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.
River North Gym Brand Identity Campaign
This collection presents a cohesive branding initiative for River North Gym, a well-established, locally-owned gym that has been operating for 11 years at the iconic Merchandise Mart in Chicago’s River North neighborhood. Tasked with creating the gym’s first unified brand identity, I focused on developing a concept centered around "affordable luxury," transforming this mom-and-pop shop into a visually recognizable and appealing destination.
The collection features a complete rebranding, where a consistent color scheme and visual elements were implemented across all marketing collateral, including signage, membership materials, digital ads, social media content, and in-gym graphics. Each piece emphasizes sophistication, accessibility, and the upscale yet approachable vibe of the gym, aligning with the needs and expectations of the gym’s clientele.
This rebranding effort unified the gym's look and feel for the first time, elevating its market presence and solidifying its position as a premium fitness facility in Chicago’s competitive landscape. The graphics in this collection demonstrate the successful application of this new theme, seamlessly blending luxury and affordability in a way that resonates with both existing and prospective members.
01
Research and Development
When I joined River North Gym as a graphic designer, I encountered a well-established, community-focused gym with graphics created sporadically by business and fitness-minded individuals. However, there was no cohesive visual branding unifying the gym's materials under a single theme. My first objective was to address this gap. I conducted extensive research into current market trends, competitor branding, and influences from design, fashion, marketing, cinema, and classical art. From this research, I developed a theme of "Affordable Luxury" and unified the brand with a strong, consistent color palette.
02
Branding Book Creation
Using my research and sketches, I began compiling a comprehensive branding guidelines book for both my use and that of others involved in the project. This guide detailed font settings, color codes, image types, and treatments for all collateral. The finalized branding book was presented to key stakeholders and received enthusiastic approval and positive feedback.
03
Updating Current Collateral
With the new branding book in place, I began by updating all existing collateral to ensure a more cohesive design while retaining the core information. This included revising printed materials such as pricing sheets, event and safety flyers, as well as information slides for TV displays, newsletters, and online platforms. The goal was to create a unified visual identity across all channels while preserving the essential content.
04
Creating New Content
While updating existing collateral, I also continued to create new materials to support events, campaigns, and sales needs. This included updates to the website, social media content, and the launch of a YouTube channel in response to the pandemic, which restricted physical access to the gym. These efforts ensured that our marketing remained dynamic and effective, even as the circumstances evolved.