Squatz

Squatz, a home-fitness brand, hired me to redesign their visual identity to reflect their ethos of inclusivity, support, and fun while standing out in a crowded fitness market. The brand strategy, developed by a third-party creative team, aimed to reposition Squatz as a nostalgic yet modern fitness brand inspired by the feel-good vibes of the 70s and 80s fitness era.

 

The challenge was to translate this vision into a cohesive visual identity that felt both attractive and appealing to a diverse customer base. By drawing from vintage aesthetics and combining them with clean, timeless design principles, I crafted an identity that balances playfulness with professionalism, perfectly reflecting Squatz’s mission to make fitness enjoyable and accessible for everyone.