People holding weighted barbells on their backs in a group fitness class

Brand Visuals


Production value is high-end. Details are finessed, but it isn't stoic, fussy or rigid.


Colors are full of life. Faces exhude emotion.
It is inviting, not intimidating.


Layouts are easy on the eyes. Content is easy to navigate, but not cold or austere.

The Components


Type ties everything together. Helvetica Neue LT Std and its digital sister font, SF Pro, are our brand typefaces.

View Details


Color use is pivotal in creating the elevated feel of our brand.

View Details


Each picture invites you to be in that place, do that move, experience that moment.

View Details

Icons & Illustrations

They reinforce meaning, facilitate navigation and bring a hint of life to content that needs it.

Arriving Soon