I wanted the brand for Empower Fitness to feel as strong and motivating as the name itself. The bold colors were intentionally chosen to reflect energy, confidence, and momentum—qualities at the heart of every workout and every woman who walks through her doors. The word “Empower” carries weight, but also a personal touch with “Em,” tying directly to the owner’s name and making the brand both fierce and familiar. Using a clean wordmark allowed the strength of the name to shine without distraction, creating a bold, memorable identity that stands confidently on its own—just like Em and the community she’s building in the 479. Beyond the bold type and color palette, I created custom patterns—including a modern, edgy take on leopard print—to reflect Emily’s unique personality and presence.