EMPOWERING WOMEN'S WELLNESS
The DEG Fitness Experience
CLIENT
Sincerely DEG
YEAR
2025
CATEGORY
Fitness & Women's Wellness
TYPE OF WORK
Art Direction
Brand Identity
Social Media
Messaging
Packaging & Merch Design
Web Design
DEG Fitness is more than just a fitness brand; it's a movement dedicated to empowering women and girls through personalized training, dynamic group programs, and lifestyle apparel. With a focus on holistic health, DEG Fitness offers tailored fitness solutions that fit individual lifestyles, ensuring clients feel their best inside and out.
DEG Fitness is meant to embody the brand's vibrant and empowering spirit. The use of bold color and typography, thin iconography, light animation, and energetic imagery is to reflect the strength and confidence of the DEG community.
THE CHALLENGE
Create a fitness brand that breaks the mold—equal parts fierce and feminine, while still functional for both digital and physical presence. DEG Fitness needed to reflect strength without harshness, movement with meaning, and fashion and function seamlessly blended.
The design direction for DEG Fitness focused on three pillars:
Empowerment – bold, commanding typography and confident brand voice
Movement – dynamic layouts, fluid graphic accents, and photography in motion
Balance – minimalist composition with vibrant pops of color to reflect energy and control
I centered the brand identity around an iconic combination mark— the DEG typographic shaped heart kettle bell with an empowered badge treatment to solidify the movement.
The brand visuals move like the body does: flexibly, powerfully, and with purpose.
LOGOS VARIATIONS
COLOR PALETTE
The palette taps into the focus levels and steps of fitness from ramp up to cool down and spikes women's empowerment to a feel good, 'hell yeah' energy level.
COLOR PALETTE
Visual storytelling played a key role in the DEG Fitness launch. AI photography was created, customized, and styled to reflect real, strong bodies in motion to showcase focus, fierce, and authenticity. The aesthetic combined, vibrant energetic studio lighting, dynamic neon glow and accents, and motivational and powerful postures of women to emphasize intention and action.
Beyond the screen, DEG Fitness lives through its products and merch, which is designed to be worn both in and out of the gym as a lifestyle brand. The art direction for DEG’s apparel and product drop, ensured that the visual system translated to functional products and wearable expressions of the brand.
THE WEB EXPERIENCE
The DEG website was designed to convert fitness interest into membership and clicks into community.
It features a user experience from program info to checkout tied to the parent brand, interactive booking and inquiry tools for training sessions, an online store for apparel and branded gear, and storytelling through visuals, from founder messaging to workout previews.
SOCIAL & AD APPLICATIONS
DEG Fitness is more than a training business. It’s a grounded, glowing movement of self-expression through strength.
This brand experience was crafted to empower women in every touchpoint, from brand story to sweat session, and built to evolve
as the community grows.