Litness

Date

November 2024

Project Type

Graphic Design, Branding

What I Do?

Brand Strategy, Logo Design, Mockup Creation

Litness is a fun, feel-good fitness brand all about making movement exciting and uplifting, built to inspire people to enjoy working out without the pressure.

My Role

Graphic Designer

Tools

Photoshop

Illustrator

Indesign

Skills

Branding

Mockups

Graphic Design

My Goal


For my Term 2 project in the Digital Layout course at BCIT, I developed 'Litness', a fictional fitness brand designed to make workouts feel fun, adventurous, and mentally uplifting.

The goal was to apply design principles such as typography, grid systems, and visual hierarchy, while crafting a brand book that defines a bold, energetic identity focused on enjoyment over intensity.

The Opportunity


While many fitness brands emphasize competition (Peloton) or judgment-free zones (Planet Fitness), Litness needed to carve a new space: one that prioritized fun, energy, inclusivity, and mental wellness.

The challenge was creating a brand system that felt motivational and structured, without leaning into the typical high-intensity, transformation-based fitness aesthetic.

My Solution

Ideation & Brand Story


Using Canva, I created a detailed mind map centered around key themes like motivation, play, and energy. This exploration helped shape the brand’s voice and identity, ultimately leading to the development of the tagline: “Where Fitness Gets Lit.”

Brand Strategy
& Research


I started by analyzing top competitors and exploring gaps in tone, values, and visual direction. I researched color psychology and typography to evoke enthusiasm, warmth, and trust as a result i landed on a palette of Vivid Orange, Bright Yellow, Charade Gray, and Clean White.

Logo Development


Over several hours of sketching, I explored various logo directions from geometric forms to playful shapes before finalizing a flame-shaped “L” symbol.

The flame reflects energy and transformation, while the letterform ties the logo back to the brand name. The final vector logo was refined in Illustrator with a gradient of orange to yellow, balancing boldness with approachability.

Final Logo

The final logo features a dynamic flame icon that subtly forms the letter “L”, symbolizing movement, transformation, and high energy. The flame conveys the brand’s core values, such as motivation, fun, and positivity, while maintaining a clean and modern aesthetic.

Mockups & Brand Application

Print Mockups

Created a bold and energetic landing page design in Illustrator that highlights the Litness brand. The homepage prominently features the flame logo, the tagline “Where Fitness Gets Lit”, and motivational imagery. The layout emphasizes easy navigation and a welcoming tone to attract users of all fitness levels.

Landing Page Mockup

Created a bold and energetic landing page design in Illustrator that highlights the Litness brand. The homepage prominently features the flame logo, the tagline “Where Fitness Gets Lit”, and motivational imagery. The layout emphasizes easy navigation and a welcoming tone to attract users of all fitness levels.

App Mockup

Designed a clean, vibrant mobile interface that translates the brand’s identity into a compact, user-friendly experience. The app includes simple navigation, playful UI elements, and vibrant brand colors to support Litness’s mission of making fitness fun and accessible on-the-go.

Brand Book & Reflection


In InDesign, I compiled the logo, color palette, typography, tone of voice, imagery, and mockups into a cohesive brand book, using a grid layout for consistency and balance.

This project strengthened my skills in building a brand system from concept to application and taught me how to keep designs consistent across formats while letting the brand’s energy and personality stand out.

View Full Brandbook

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Hover To preview & Visit ⬇️

Thrive

ui/ux

For the Thrive project, I focused on UX research, mapping user flows, and creating medium-fidelity wireframes to help design a user-friendly and visually clear meditation app.

dinewise

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I redesigned the Dine Wise app to improve accessibility and usability for students seeking discounted meals. My role involved conducting user research, optimizing user flows, and developing high fidelity prototypes to deliver a seamless and effective experience.

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I created a box mockup in After Effects
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