Translate Aubre’s taste, energy and philosophy into an ownable identity the team could carry forward without her involved in every decision.
Challenge
Sweat Sessions had a loyal following, but the identity no longer reflected founder Aubre Winters’ vision or supported the needs of a growing team.
Context
SWEAT SESSIONS
/ BRAND IDENTITY & DESIGN SYSTEM
Rebuilt a boutique fitness brand around a distinct point of view, then created a flexible system the growing team could use without diluting what makes it special.
BACK TO WORK
Approach
Started with the founder, Aubre. We did a raw vent session to find what felt off and surface the buried spark. Aubre's deep love for dance was the catalyst for her beat-driven fitness approach that challenges the mind as much as the body.
The result was a cohesive system that kept Aubre's elevated aesthetic and edge but was easy for a growing team to use: a refined logomark rooted in her dance background, an expanded palette with clear usage rules and a photography style that broke from category cliché.
The strategy was built with rhythm as the emotional throughline. Internally the "heartbeat philosophy," is about returning to yourself and building the capacity to feel fully alive. It provided depth needed to take the brand to the next level and get the team excited.
New WEBSITE & APP EXPERIENCE
SNAPSHOT OF THE SYSTEM
We sold the north star inward, getting the team to feel it and see it in action, then set the parameters so they could create confidently without constant oversight from Aubre or me.
IN-MARKET WORK CREATED BY THE SWEAT SESSIONS TEAM (Except ACTUAL APP SCREENS)
Collaborated on strategy, led brand identity, creative direction and design execution across the new brand system, website and launch, working closely with the founder throughout.
My Role
The team wholeheartedly embraced a new scalable brand system that allows them to create on-brand work independently while preserving Aubre's distinctive point of view.
Impact
Approach
Started with the founder, Aubre. We did a raw vent session to find what felt off and surface the buried spark. Aubre's deep love for dance was the catalyst for her beat-driven fitness approach that challenges the mind as much as the body.
The strategy was built with rhythm as the emotional throughline. Internally the "heartbeat philosophy," is about returning to yourself and building the capacity to feel fully alive. It provided depth needed to take the brand to the next level and get the team excited.
NEW WEBSITE & APP EXPERIENCE
The result was a cohesive system that kept Aubre's elevated aesthetic and edge but was easy for a growing team to use: a refined logomark rooted in her dance background, an expanded palette with clear usage rules and a photography style that broke from category cliché.
SNAPSHOT OF THE SYSTEM
At every step, the work was aligned to the business funnel so creative was never just for attention, it was built to convert from awareness to purchase. In real time, we tested the system with a successful new product launch.
We sold the north star inward, getting the team to feel it and see it in action, then set the parameters so they could create without me, and more importantly without Aubre.
IN-MARKET WORK CREATED BY THE SWEAT SESSIONS TEAM (Except ACTUAL APP SCREENS)
Collaborated on strategy, led brand identity, creative direction and design execution across the new brand system, website and launch, working closely with the founder throughout.
My Role
The team wholeheartedly embraced a new scalable brand system that allows them to create on-brand work independently while preserving Aubre's distinctive point of view.
Impact