SUF Gym isn’t just about pushing weights, it’s about personal transformation, confidence, and community. They bring together gym training + MMA in a space where people feel seen, supported, and empowered to exceed their fitness goals.
When they approached me, SUF Gym wanted a brand identity that matched their mission: training as personal as the journey, offering expert guidance, while being welcoming to all, not just the already fit.
Transforming Fitness into Belonging
Brand refresh for SUF Gym & MMA Academy: making personal training welcoming, bold, and deeply connected to its members.
What I did:
Market Research & Positioning: Scoped what gym + MMA branding in the region was doing — mapped what was resonating emotionally, what felt intimidating, what felt inspiring.
Visual & Brand Refresh: Refined the typography, logo, and visual assets to balance strength & warmth; loud where it needs to assert, soft where it invites.
Digital + Marketing Assets: Designed website refresh, motion graphics, and branding materials that reflect consistency and personality.
Why it matters:
Membership culture is shifting. people want spaces that are expert and kind. SUF Gym’s new identity bridges that, making every touchpoint feel personal. It’s not just about looking strong, it’s about feeling seen.
