All Bodies Strong had carved out something revolutionary: a gym full of big bodies, big laughs, and big ideas—a space where fat folks could go to celebrate their bodies, rather than try to shrink them. After their first year, they realized they needed to focus their brand and have a cohesive message, voice, and identity. They needed a creative partner who understood that their mission isn't just inclusion—it's celebration of larger bodies finding movement in a positive light.
Finding their core
I started with a brand workshop with the gym owners, listening to their story, and what their vision for ABS was. This wasn't about fitting into fitness industry norms—it was about establishing a clear, unapologetic voice that celebrated what made them different. By clarifying their values and personality, it became clear that their messaging and visuals needed updating as well.
Polish doesn't mean boring
With the brand core in place, I tackled their website overhaul. I refined the user experience and page flow to make the path to membership frictionless, designed a playful and bold interface that reflected their energy, and clarified pricing and sign-up options that had previously confused visitors. The result was a site experience that matched the playful and uplifting vibe in the gym.
Bringing it to the streets
When Portland's third annual Body Positive Block Party presented the perfect opportunity to connect with their core audience, I designed a complete event presence. Eye-catching banners and signage, interactive display concepts, branded giveaways and swag, plus stickers and shirts for purchase turned their booth into a hub of activity. Between deadlifting demos, trial week sign-ups, donations for their Access Granted program, and merch sales, the booth didn't just attract attention, they embodied the ABS experience in real time.
The new brand foundation, website, and event materials launched together to enthusiastic community feedback and sign-ups. More importantly, All Bodies Strong now had a cohesive brand identity and values that they believed in and could continue to grow into.
