A fitness nonprofit bringing fitness classes to underserved communities one rep at a time.
We wanted to build the brand identity to match the weight of the client.
SERVICES
Brand Identity, Social Design
YEAR
2025
Typography
The compressed, stacked typography carries physical weight being dense and bold, built to hold space on a gym wall, a banner, or a tee. The same way the foundation holds space for the people it serves. "Equity > Charity" isn't just a design choice, it's the whole philosophy.
The Visual Identity
The brand system was built to feel as energetic as the communities it serves. The SEF monogram uses bold, compressed letterforms stacked tight. Designed to hit hard on a banner, a tee, or a gym wall. The full word mark carries that same density with a hand-crafted weight that feels physical, like the work itself.
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The icon is two mirrored dumbbells connected by a single drop, representing sweat as the equalizer. Effort is the currency, and the mark makes that visual. The neon green against deep plum and sky blue gives the palette an edge that feels athletic and youthful without defaulting to the typical sports nonprofit look. "Effort. Access. Equity." anchors the whole system as both a brand tagline and a mission statement in three words.
Social Media Design
We designed a social content system that could carry the brand's voice across Instagram without needing a new layout every post. The brand mark, icon, and photography all work together in a modular system. Bold type over black-and-white imagery for motivational posts, clean gradient backgrounds for brand awareness, and the SEF icon woven into photography as a graphic overlay. Every post reinforces the same message: this space is yours by being simple and reinforcing negative space into the design.