About the project

A brand that didn't feel like her own. Gina, owner of Love Life Ladies Fitness, came to us for a revamp — a new logo and website that finally felt personal, and reflected both her and the classes she runs. Her old site, in her own words, simply "wasn't mine."

One key conversation shaped the project: Gina wanted her classes' focus on women to shine through, as the old name had promoted. We suggested dropping "Ladies" from the name arguing the message could come through just as strongly elsewhere in the brand and she agreed. The result is Love Life Fitness: a bolder, more streamlined identity, with the same heart at its core.