STEPX
STEPX
Bold Visual Identity for the Gym Where Power Grows
Bold Visual Identity for the Gym Where Power Grows
StepX is a gym dedicated to making fitness accessible and inviting to a diverse community. Grounded in user research and brand strategy, the identity was built from the ground up around a bold X, a defining element designed to create immediate recognition and stand apart in a competitive fitness landscape.
StepX is a gym dedicated to making fitness accessible and inviting to a diverse community. Grounded in user research and brand strategy, the identity was built from the ground up around a bold X, a defining element designed to create immediate recognition and stand apart in a competitive fitness landscape.
Disciplines
Disciplines
Brand Design
Animation
Brand Design
Animation
Tools
Tools
Figma
Adobe After Effect
Adobe Illustrator
Figma
Adobe After Effect
Adobe Illustrator
STEPX, formerly Peeta Fitness, was founded by YouTuber Peeta to make fitness knowledge more accessible. As the company grew, its close association with the founder began to limit its ability to reach a broader audience, creating the need for a new name and identity that could carry the brand forward while preserving its original mission and values.
Developed over six months, the rebrand followed five phases, from defining the company’s mission with leadership and analyzing audience data to conducting customer interviews, testing target personas, and building a complete brand identity system. Grounded in research and strategy, the new identity gave STEPX a more independent, inclusive, and recognizable presence.
The bold X draws inspiration from the structure and tension of muscle fibers, giving the identity a strong and active character. Black communicates power and discipline, while vivid orange introduces energy, confidence, and visibility.
Alongside the rebrand, eight inclusive marketing campaigns challenged gender stereotypes in fitness and helped the company exceed its revenue target by 5%. Led by a six-member team across branding, research, analytics, and testing, the project created a more inclusive experience for over 760,000 users and opened new opportunities for growth and partnerships within the wellness industry.
This project marked a major milestone for STEPX, as the company underwent a complete rebrand, including a new name and brand identity system. Over six months, I led the rebranding process through five phases: defining the company's mission and values with leadership, analyzing audience data, conducting customer interviews, refining target personas through ad testing, and developing a new brand identity system.
STEPX, formerly Peeta Fitness, was founded by YouTuber Peeta to make fitness knowledge more accessible. As the brand grew, its strong connection to the founder made it difficult to reach a broader audience. The goal of the rebrand was to expand the brand beyond its founder while preserving its core mission and values.
Alongside the rebrand, I launched eight inclusive marketing campaigns that challenged gender stereotypes in fitness, helping exceed revenue targets by 5%. I also led a six-member team across branding, market research, analytics, and A/B testing to create a more inclusive experience for over 760,000 users. The new brand identity expanded STEPX's reach and opened new opportunities for growth and partnerships within the wellness industry.
From a creative standpoint, this role pushed me beyond my comfort zone and into interior graphic design. Following the rebrand, I led the design of the gym's visual environment, creating wall graphics, interior branding elements, and marketing materials. This experience taught me how to translate a brand identity into physical spaces, creating a cohesive and immersive experience for members.
From a creative standpoint, this role pushed me beyond my comfort zone and into interior graphic design. Following the rebrand, I led the design of the gym's visual environment, creating wall graphics, interior branding elements, and marketing materials. This experience taught me how to translate a brand identity into physical spaces, creating a cohesive and immersive experience for members.
