Redefining Fitness for Women

Feel Strong Movement is a new initiative for women who want to see the focus of fitness change. Rather than traditional tactics that use shame and judgement to emphasize body size as a measurement of success, Feel Strong is shifting the narrative around exercise to making everyone feel empowered and strong. The movement connects people to an online community that includes empowering social media messaging, reels, and resources, including a directory of gyms and fitness programs that are committed to making their space comfortable for all people to join. I worked with founder and coach, Stacy Kim to bring her brand vision to life, designing the primary logo lockup with a fresh, approachable typography system and punchy color palette, as well as developing a family of secondary logos that extend the brand identity to various digital media and swag.