Brand Activation Project: YourPass

We designed a brand experience that turns fitness into culture. The giant season-pass invite set the tone: bold, collectible, and built to be remembered. Custom postage stamps added a classic detail, while the launch-day t-shirt was designed as a limited piece that marks the start of the journey.

To expand the brand ecosystem, we created five distinct characters: the You-Can-Do-It-All Girl, The Hiker, The Tryhard Bodybuilder, The Chill Guru, and The Workaholic Executive. Together, they form a playful, confident language that feels both considered and distinctive — memorable, but never forced. This identity is about making wellness feel like an experience, one that’s dynamic, engaging, and built with clarity and intent.

From the smallest graphic details to the larger storytelling elements, every component was designed to work as part of a coherent system. It’s an approach that treats branding as more than visuals, it’s about creating artifacts that feel intentional, rooted in place, and capable of building lasting cultural presence.