brand design

Strive began as fitness and training company started by personal trainer, Dallas Stephens. She came to me wanting to rebrand before launching the next stage of her business: starting a workout apparel line. Her goal was to have her brand feel inclusive of all women and to have a fresh and modern look that women would want to wear both in the gym and outside of.

After many iterations and looking at different icons to represent the brand, we decided to boil it down to a clean, strong typeface with the representation of steps making up the "e" in STRIVE. The steps are a subtle nod to both working out and striving to move upwards towards one's goal. 




secondary logo



Primary logo