Adaptive, performance-focused training for everyday athletes who want results and real community.
From two personal training brands to one unified studio identity.
2 brands merged | 1 new name, built from scratch | Premium positioning in a crowded market
Britt and Cassidy had two personal training brands and a tight-knit cycling community. All three had loyal followings, but no shared identity. They were ready to open a studio and needed one clear brand that could hold it all together.
The challenge: feel premium and welcoming in a crowded boutique fitness market. Speak to everyday athletes, not just hardcore gym people. And make sure the offers, classes, and messaging all made sense under one roof.
Everyday athletes: People who take their fitness seriously but aren’t training for the Olympics
Community seekers: Members who want accountability, connection, and coaches who actually know their name
Results-driven locals: Charlotte residents looking for performance-focused training without the ego
Brand strategy: Led a workshop to define PERFORM’s purpose, values, personality, ideal members, and position around adaptive, performance-focused training with real community support.
Naming: Created the PERFORM name and class naming structure. Clear, memorable, and flexible enough to grow with the studio.
Visual identity: Designed a logo system that feels kinetic, gender-neutral, and strong across signage, merch, and digital. Premium without being intimidating.
Messaging: Built core language the team uses for the studio story, sales conversations, and launch content. One voice across every touchpoint.
PERFORM now has a unified brand platform and language for what sets them apart. Britt and Cassidy have clarity and confidence as they design the studio experience, train their team, and roll out future campaigns.
Instead of explaining three separate things, they tell one story. And that story is built to scale with them.
If you’re merging offers or launching something new and need a brand that holds it all together, let’s talk.
