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Strength Camp is a holistic fitness movement and gym franchise that merges old-school strongman training with a modern focus on mental and emotional development. Founded by Elliott Hulse, the brand tasks participants with becoming the "strongest version of themselves," requiring a training identity that balances raw physical power with the technical demands of bioenergetics and nervous system health.
My Role
Recognizing a significant opportunity to modernize the company’s market presence, I spearheaded a comprehensive rebranding initiative which I pitched directly to the owner. This high-level proposal was built on an audit of our current visual assets and a strategic vision for the future. Upon approval, I architected a completely new brand identity—including a modern logo and a cohesive visual style—and successfully translated this new language into a fully redesigned website, ensuring a unified and high-impact digital experience.
Strength Camp Rebranding
Proposing a rebrand to the owner of the Strength Camp company
Background
Background
Lead Designer
Collaboration
Tools
Photoshop • Illustrator • Color Theory Google Slides
A/B Testing
Timeline
April 2019
A self-initiated case study and strategic proposal to modernize the company’s visual identity. This project identifies growth opportunities through a brand evolution and serves as a formal pitch to the owner for a comprehensive rebranding partnership.
Process
What I did
01
Research the company
I went to the location and looko at the place to research on what it looks like on the inside, what the logo looks like, what colors they use, look into their website and who their target users were.
02
Research Expanded
After extensive research on their company, i started researching competitor and see what works and for them and see if Strength Camp fits the same ideas.
03
Logo Creation
in relation to their core value and the seriousness of their goals of becoming the best version of themself. Ive also incorporated the style of intensity and hard work in to the style of the logo.
the brand was looked in to a intense workout like the army. so the green and black was chosen
04
Proposal to Owner
once the creatives have been made, I contacted the owner of the company to showcase the rebrand proposal.
told him the reasons on a rebrand is necessary.
Would elevate their brand higher standard
Get easier recognition of onsite and online presence.
would generate more customer to join
Takeaways
Conclusion
The owner was very impressed with the amount of work and detailed that have been put in, in redesigning everything. in the end we didn’t end up collaborating on the redesign, instead we kept in contact with each other in helping with other proposed work like flyers and other hand out materials.
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