Health Club Branding
When The Commons, a leading Australian co-working network, decided to launch a new health and wellness offering, I joined the project as Senior Creative to audit and refine existing brand explorations. My role was to identify gaps in the strategy and design execution including; developing, refining, and bringing clarity and cohesion to a brand that was still taking shape. With a short runway and a high-profile launch ahead, I led the creative direction developing a fresh and cohesive identity that could build on the momentum of The Commons’ established reputation.
Challenge
The project called for building a compelling identity that could leverage and evolve existing design efforts. The new brand needed to feel distinct yet aligned with The Commons, and we had just eight weeks from rebrief to launch. I was tasked with bringing strategic and creative clarity to a multi-stakeholder project, navigating competing inputs and tight timelines while delivering across digital, print, and physical environments.Role
Approach
Collaborating with the Head of Marketing, in-house Design team, the Founder, and external production partners, I took a strategic and cross-functional approach to align brand and business objectives. We held creative reviews to resolve gaps in earlier design work, refined the brand identity, and guided implementation across digital, signage, merchandise, and print touch points. Clear communication, collaborative workflows, and regular feedback loops ensured creative consistency in the lead-up to launch.