Giving an established brand a fresh start.

Oxford Athletic Club had gone through several leadership and marketing changes, and the brand had started to feel inconsistent. I helped lead a visual rebrand that gave the organization a clearer identity while keeping the existing logo and its recognition.

I started with competitor and industry research along with member and employee feedback, which helped shape the Modern Wellness concept. From there, I developed the visual system through color, typography, iconography, photography direction, and brand standards.

The new identity was applied across social media, email, print materials, signage, uniforms, the website, and more. I also helped train employees so the new brand could be used consistently across the organization.