Fityeh is a high-end, high-intensity fitness space. I created a flexible supporting brand and identity. Selecting an adaptable typeface that complemented movement was necessary for the brand to evolve across animation and digital spaces. We incorporated supporting words like "Hustle" and "Evolve" to capture and engage the millennial market. Secondary logo patterns and motifs were crafted to enhance brand recognition. Through extensive colour tone exploration, I selected a palette that effectively conveys the brand's energy