I led the creative direction for The Original Fit Factory brand evolution, repositioning the business from a dated, fragmented identity into a premium, modern umbrella brand. As Creative Director, I created a refined logo system inspired by the Borromean rings, a flexible colour palette, and clean digital-first typography to unify fitness, wellness, and technology under one coherent style. I also developed an expanded visual language with iridescent brand motifs and applied it across digital, print, and sub-brands - binding fitness, wellness, and tech into one premium look. This work set the foundation for stronger partner appeal, consumer trust, and long-term brand growth.​