CLIENT ▸ Magym
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Brand Identity, Visual Identity, Campaign Materials, Digital Assets, Experience UX Design,
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Brand Identity, Visual Identity, Campaign Materials, Digital Assets, Experience UX Design,
The Challenge
Fitness platforms often rely on aggressive visuals, performance tropes, and motivational clichés that create pressure rather than commitment.
Magym needed a brand identity that could:
Feel accessible and motivating without intimidation
Support both beginners and regular users
Translate physical effort into clear, structured progress
Scale across digital touchpoints without visual fatigue
Magym needed a brand identity that could:
Feel accessible and motivating without intimidation
Support both beginners and regular users
Translate physical effort into clear, structured progress
Scale across digital touchpoints without visual fatigue
The challenge was to design a fitness brand that encourages consistency rather than burnout.
Strategic Approach
The brand was approached as a habit-forming system, not a hype-driven fitness product.
The strategy focused on:
Replacing pressure-based motivation with clarity and rhythm
Designing a visual language that supports progress over performance
Creating a calm, structured system, users can return to daily
Ensuring the brand scales cleanly across app, web, and communications
The strategy focused on:
Replacing pressure-based motivation with clarity and rhythm
Designing a visual language that supports progress over performance
Creating a calm, structured system, users can return to daily
Ensuring the brand scales cleanly across app, web, and communications
Impact & Performance
The identity positioned Magym as a modern, inclusive fitness platform, emphasizing consistency and usability over intensity.
The system improved clarity across digital touchpoints and provided a scalable foundation for future feature expansion and marketing initiatives.
The system improved clarity across digital touchpoints and provided a scalable foundation for future feature expansion and marketing initiatives.
Role & Leadership
Brand Design Lead · Digital Art Director
Led brand strategy, identity design, and system development across digital and marketing touchpoints.
Led brand strategy, identity design, and system development across digital and marketing touchpoints.
Deliverables
Brand identity and logo
Color palette and typography system
Digital UI layout framework
Marketing and platform visuals
Brand usage guidelines
Color palette and typography system
Digital UI layout framework
Marketing and platform visuals
Brand usage guidelines
Why It Works
Magym succeeds by reframing fitness as a repeatable, confidence-building practice.
The system removes intimidation, supports clarity, and creates a visual rhythm users can trust,
making consistency feel achievable.
The system removes intimidation, supports clarity, and creates a visual rhythm users can trust,
making consistency feel achievable.
Sytem & Scope
To support consistency and scalability, I designed a complete digital brand system, including:
Modular layout system for app and web interfaces
Clear typographic hierarchy for navigation, content, and calls to action
Color system designed to energize without overwhelming
UI components and visual patterns to support repetition and habit-building
Brand rules are adaptable across marketing and product touchpoints
Modular layout system for app and web interfaces
Clear typographic hierarchy for navigation, content, and calls to action
Color system designed to energize without overwhelming
UI components and visual patterns to support repetition and habit-building
Brand rules are adaptable across marketing and product touchpoints
Key Results for Magym
Defined the brand vision and creative direction
positioning Magym as a fitness platform focused on sustainable progress
rather than performance pressure
Built a scalable digital brand system
aligning identity, UI patterns, and communication into a cohesive framework
Established clear creative guardrails
with flexible, ready-to-use brand assets
positioning Magym as a fitness platform focused on sustainable progress
rather than performance pressure
Built a scalable digital brand system
aligning identity, UI patterns, and communication into a cohesive framework
Established clear creative guardrails
with flexible, ready-to-use brand assets
The logo was designed to feel strong yet approachable, balancing energy with simplicity. Its structure reinforces stability and progress, supporting the brand’s positioning as a long-term fitness companion rather than a short-term challenge.
Ready to launch a bold, mobile-first brand that stands out in a crowded market?
