Fitmob was acquired by their direct competitor, ClassPass, in 2015. As a founding member of the team starting in 2013, I lead design and established the visual identity for the brand.

The goal for the brand image was to provide a sense that fitness could be disarming and inclusive within an industry that can often feel aggressive, catering mostly to idealized body types. Imagery focused on being bright and friendly with design elements. being softer than the typical sharp-edged aesthetic of fitness brands. The logo, internally named the pinwheel, was an abstraction of hands of different colors all collecting together in a circle to connect with the sense of togetherness and community.

Work included the fundamental design direction to establish the visual identity and also included numerous projects based around physical activations (flags, apparel, direct mail, train wraps, etc.).

Responsibilities also included establishing and enforcing styles and design elements used internally as well as with fitness trainers and street teams.