Building a Scalable Identity for Regional Growth
FitLab Strong: FitLab Strong aimed to expand its presence regionally, requiring a brand identity that could resonate with a diverse community and support their growth ambitions. We rebuilt the brand and the customer-facing system to match where the company was actually going.
Live since 2021
Creating a Scalable and Inclusive Brand Identity
FitLab Strong operates in beauty, health & wellness · outdoor & sports — a category that demands its own kind of attention from the brand and the buyer journey both. The work that got the company this far had earned its market share. The brand and digital surface area weren’t carrying the weight at the same level the rest of the operation was.
FitLab Strong aimed to expand its presence regionally, requiring a brand identity that could resonate with a diverse community and support their growth ambitions. The challenge was to design a cohesive identity that conveyed strength, inclusivity, and a welcoming atmosphere, while also being scalable for multiple locations.
The brief was a system rebuild — the kind of work captured in our master frame: Developing a Strong Brand Identity and Marketing Strategy. Brand strategy, identity refresh, customer-facing experience design, and the post-launch measurement framework that lets the in-house team extend the work without us in the room.
Developing a Strong Brand Identity and Marketing Strategy
Brand Mark
Symbolizing Motion and Recognition Commence Studio designed a monogram brand mark that symbolizes swiftness of motion and brings recognition to FitLab Strong’s namesake.
Brand Narrative and Taglines
Fitness For All Collaborating closely with the owner, Valerie, Commence Studio developed a set of taglines and imagery that highlight FitLab Strong’s expertise in fitness and commitment to inclusivity.
Color Palette
Warm and Welcoming We used a simple yet bright color palette to instill a warm and welcoming nature in the gym’s identity.
Signage and Corporate Collateral
Inspiring Community and Strength FitLab Strong’s goal is to cultivate an atmosphere that inspires people to get stronger together.
Editorial-led commerce that earns the price tag.
PDPs lead with story, ingredient context, and ritual photography before the spec table. The category-required consideration time pays off in conversion.
Subscription + replenishment as the customer relationship.
Self-serve subscription portal with frequency control, replenishment-aware reminders, and the loyalty layer the beauty buyer expects.
The new brand identity has truly transformed our gym. We’ve seen a significant increase in memberships and our members love the welcoming atmosphere. Commence Studio’s work has set us up for successfu…
Valerie – CEO/Founder
Numbers that matter for the engagement.
Brand and storefront, in production.
The new brand identity has truly transformed our gym. We’ve seen a significant increase in memberships and our members love the welcoming atmosphere. Commence Studio’s work has set us up for successful regional expansion.
Like what you see? Let's talk about your commerce stack.
A 14-day strategic diagnostic — we audit your current stack, identify the friction worth fixing first, and ship a phased plan with sized investments. Fully credited toward an engagement if we move forward together.
What you walk away with
- ✓A measured map of every friction point in your current commerce flow
- ✓Three phased options — minimum, considered, comprehensive
- ✓Sized investments and timelines, no aspirational ranges
- ✓A clear "don't hire us if…" section. We mean it.
