Leading the design direction on the TRUCONNECT rebrand. As Senior Art Director, I evolved its identity from a simple grey-and-pink palette with Avenir and Bebas typography into a richer, more flexible system. Rubik became the core typeface for headlines and body copy, modernising the look with clarity and consistency. The colour palette expanded beyond the original two tones into a versatile set of primaries (black, white, grey) supported by vibrant accents of pink, blue and yellow. This gave the brand a fresher, more dynamic feel, positioning TRUCONNECT as a modern, community-driven fitness and wellness platform.