BRANDING
PRODUCT MOCKUP
GRAPHIC DESIGN
UX DESIGN
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—typography, grid systems, visual hierarchy—while crafting a brand book that defines a bold, energetic identity focused on enjoyment over intensity.
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.
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, landing on a palette of Vivid Orange, Bright Yellow, Charade Gray, and Clean White.
Using Canva and InDesign, I created a detailed mind map focused on themes like motivation, play, and energy. This helped shape the brand's voice and led to the development of the tagline: “Where Fitness Gets Lit.”
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.
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—motivation, fun, and positivity—while maintaining a clean and modern aesthetic.
Designed dumbbells and water flasks in Photoshop using the brand’s signature color palette and logo. These assets helped communicate the energetic and playful tone of Litness across physical merchandise.
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.
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.
Using In Design, I compiled all brand assets—logo, color system, type guidelines, tone of voice, imagery, and mockups—into a structured, engaging brand book. I used a grid layout to ensure consistency and balance throughout.
