Lotus Fitness
Taking Lotus from concept to digital brand launch: visual identity, motion, social presence, delivering growth in engagement and brand recognition
Brand Identity & Digital Launch
Responsibilities: Creative direction, Identity design, Brand strategy, Motion graphics, Video production, Website Design
Challenge and Insight
Lotus is a fitness brand with ambitions to grow beyond a local gym presence into a recognizable lifestyle identity.
The challenge was more than creating a logo; It was about translating movement, balance, and resilience into a visual system that could impact people to feel active and compete in the wellness market.
Through research, I identified a gap: Most fitness branding leaned heavily on aggression and intensity. Lotus needed to signal strength, but also approachability and balance, a brand that felt equally empowering for beginners and committed athletes.
The moodboard was the idea and feeling that Lotus wanted its community to have.
Mood board exploration
Comfortable,
Empowering,
Stylish,
Performance,
Durable,
Modern,
Comfortable, Empowering, Stylish, Performance, Durable, Modern,
Concept Development
Design stage
Embodying what a modern fitness brand, geometric petals, clean vector style, balanced symmetry, bold lines, fitness-meets-nature aesthetic, professional branding mockup
Final logo
Identity System
Mockups extended the brand seamlessly into merchandise, posters, and digital environments, including a launch video and animations which aimed at creating an elevated “brand moment,” drawing attention across channels.
Reflection
The new Lotus identity positioned the brand as a modern, inclusive fitness player. The launch campaign drove a measurable increase in awareness.
What I learned: successful identity systems don’t just look sharp, they carry emotional resonance. Lotus taught me the importance of anchoring visuals in a clear brand insight; balance and growth lead to creating a brand system that is memorable and scalable.
Applications (mockups, posters, social)
