Applying Senior Art Director skills to build Hudo Health & Fitness Consultants branding - a high-impact identity built around the line “Perception is everything.” The system combines a fluid script with modern sans serif, a neon palette (Electric Purple, Teal, Hot Pink), and a vertical ripple texture with reticle/measurement icons to convey focus and assessment. Photography shows athletes mid-effort under coloured gels, with stacked, broken-line headlines for punch. Deliverables included the logo suite, colour and type system, ripple textures, icon set, and ready-to-use templates for web, print, social, and OOH.