TRUFUSION
Creative Direction
TruFusion is a fitness phenomenon: seven distinct gyms under one roof, offering everything from bootcamp and barre to yoga and boxing—all in heated environments. With the tagline “Find Your Edge,” TruFusion needed a cohesive, aspirational brand identity to captivate members and attract franchisees globally.
Our goal was to create a scalable brand that could sell 100 franchises within five years and establish TruFusion as a major player in the competitive fitness industry.
As Creative Director, I led the charge on every visual and strategic element of the rebrand. Starting from the ground up, I overhauled the logo, simplified the color palette, and introduced a bold brand identity.
To amplify the brand’s presence, we conducted in-depth user research to understand why the interiors of the rooms needed to evoke the energy of a concert. It became clear that the design had to resemble the atmosphere of a club, positioning the instructor as the "Rockstar" of the room and class.
The logo redesign was inspired by the yoga mat—a shared symbol across TruFusion’s diverse classes. The tagline “Find Your Edge” was visually represented as a corner in the mat, reflecting the brand’s ethos of pushing boundaries.
We implemented a sleek, vibrant color palette and bold typography that communicated energy, heat, and strength. This foundation extended across all brand touch points, from franchise systems and studio design to social campaigns and video content.
Every detail was meticulously planned and executed:
✣ Simplified a chaotic logo with 80+ colors into a sleek, scalable identity.
✣ Designed and developed 360-degree studio experiences, including a bespoke Coral Gables studio for Alex Rodriguez in under a week.
✣ Embraced the rise of video marketing, producing high-impact content that set TruFusion apart from competitors like SoulCycle and Rumble.
✣ Built scalable assets and style guides to support rapid expansion across 100+ locations globally.
TruFusion’s rise coincided with the fitness industry’s golden era, standing alongside giants like SoulCycle and Rumble. What made it epic wasn’t just the results—it was the culture we built.