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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.
SF SPCA UX/UI Redesign
Proposing a rebrand to the owner of the Strength Camp company
Background
Background
Team Lead UX/UI Designer
Collaboration
Tools
Figma • Miro • Illustrator • Photoshop • After Effect • Canva
Timeline
September 2020
Collaborated with a team of four to redesign the company website, identifying key structural weaknesses and implementing solutions to enhance the user experience.
Process
What I did
01
Assessing a problem
We looked over the problem and assest the issue with how the SF SPCA reaches out to their user based.
based on their website, they forced users to jump hoops in order to get an adption process ready making it difficut for the ussers to navigae throught their website just to fill in the forms.
02
Create User Persona
and Survey
After
03
Look Through User Insights
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
Create the User Flow Diagram and Colors
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
04
Create the Low-fi Wireframe
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
04
Develop the mock of the High-fi
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
04
What to do next.
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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