Branding + Identity Design
Branding + Identity Design
Flexia was built to sit at the intersection of fitness and modern wellness — shifting away from intensity-driven culture toward something more sustainable, inclusive, and lifestyle-oriented. The identity was designed as a flexible system that could scale seamlessly across the fitness class app, digital product, merchandise, and marketing, positioning the brand for long-term growth.
Flexia’s logo – inspired by the body’s gentle and flexible movements – was crafted to stand out among more typical approaches to fitness and wellness brands.
A modern color palette keeps things fresh and sophisticated, with pops of energy - mirroring the Flexia experience.
From watching classes to learning about instructors – the multi-use website was intentionally created to feel welcoming and easy to navigate, while amplifying the brand’s core principles.
A set of custom icons was created to represent the brand’s core principles, establishing a one of a kind brand language used across the website, equipment and other branded materials.
The website’s look and feel were expanded upon to develop a seamless brand integration in the app – from the sign on screen to the in class experience.