As a women-owned, family-owned business for over 12 years, it's been a labor of love rebranding Brooklyn Strength Club. My mom and I run the gym together, and after 11 years in business, we decided to rebrand to align with how our business and community has evolved. One of our biggest goals has always been to help those who’ve never felt like they belonged in a gym, because they’re the ones who need us most.
Our space needed to say "you're welcome here," because fitness is for every body, but it doesn't always look or feel that way. I took on the full redesign, from the branding to the gym layout to the wall murals, to create a space that truly reflects who we are and what we do. Since starting this rebrand, we’ve heard again and again that our gym feels like home. It's calm, inclusive, and, most importantly, not terrifying to people who’ve never felt welcomed in a gym. There shouldn’t be such an intimidating barrier to entry, and now our branding and space finally reflect that.
Work in Progress
