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.

ROLE  Senior Graphic Designer
AGENCY  The Commons
HONOURABLE MENTIONS  HoM Angelique Musico, Graphic Designer Daniel Boctoer, Actuel Agency




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

Brand Audit
Brand Architecture

Brand Identity & Design
Art Direction
Vision, Mission & Tone of Voice
Collab on Execution







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.




Results

We delivered a realised brand and launch campaign with the Head of Marketing and PR team in under two months. The Health Club now exists as a confident, premium offering that fits seamlessly within The Commons ecosystem. My design direction helped align internal teams, external partners, and onsite execution—managing strategic clarity while focusing on audience needs and the brand’s scalable potential.