For this project, I collaborated with Apex Fitness to develop a comprehensive brand identity for their new gym in Roswell, Georgia. Apex Fitness is not a traditional gym; instead, it offers class-based training that blends HIIT, strength training, and recovery-focused sessions. The client wanted the visual identity to feel bold, dynamic, and intriguing, with a strong emphasis on incorporating the color red. Beyond these initial guidelines, I was given full creative direction to shape the overall look and feel of the brand. To reflect the intensity and energy of the workouts, I incorporated an apex predator as the central mark within the logo system. This concept helped establish a strong, aggressive brand personality. I also introduced a sense of movement within the typography of the primary logo to reinforce themes of motion, power, and performance. As part of the project, I developed a brand guidelines sheet outlining the visual system, including logo usage, typography, and color application. I then applied the identity across a range of brand collateral, including wall decals, apparel, banners, and coasters, ensuring consistency across both environmental and promotional touchpoints.