2014 | Consulting, Naming, Branding
I was hired as a design consultant to help with the rebrand of a once popular fitness center in St. Augustine, Florida. It was once called Anastasia Fitness Club, but after being passed through new ownership, it was renamed to "The Refinery." When it was sold again, the new owners approached me about their problems losing members and its brand, which seemed to be sending the wrong message. I worked closely with them for several weeks to rename the company and establish an identity system that better communicated their values and goals for their business.