IT GRL FIT
The Birth of a Brand and a Movement
More Than Just Aesthetic: A Strategic Brand Power Move
THE CLIENT
IT GRL FIT is Orlando’s first and only Lagree studio, standing at the intersection of fitness, strength, and sisterhood
Industry: Fitness & Wellness
Location: Downtown Orlando, FL
Project Date: March 2023
THE MISSION : From DIY to Distinctive Identity
When IT GRL FIT approached us, they had a Canva-made placeholder logo—functional but lacking strategic depth. With their grand opening approaching, founder Chelsea Friend needed a brand that wasn’t just visually appealing but also deeply aligned with her mission:
To create a space where women could harness the transformative power of intensity, discipline, and community.
…But Chelsea wasn’t just launching a fitness studio; she was pioneering a movement.
That energy and vision became the foundation of our branding process and what came thereafter.
New collection.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
Redefining Strength, Style, and Community
THE STRATEGY
Logo Design: A bold yet timeless mark embodying strength, sophistication, and sisterhood.
🔹 Custom 8-Page Website tailored for high conversion and seamless user experience.
🔹 Intuitive UX Design for effortless class bookings & membership purchases.
🔹 Integration of High-Quality Visuals, Compelling Copy & Micro Animations to enhance engagement.
Phase 1: Brand Identity & Visuals
Crafted a responsive logo that embodies strength, and evergreen A bold yet timeless mark embodying strength, .
Curated a color palette and typography system as bold as the women it represents.
Developed brand guidelines to ensure every brand touchpoint oozes confident consistency.
Phase 2: Website Design & Development
Built an 8-page, high-converting website tailored to It Grl Fit’s audience.
Designed an intuitive UX for seamless class bookings and membership purchases.
Integrated high-quality visuals, compelling copy, and micro user animations.
Phase 3: E-Commerce & Campaign Production
Launched an e-commerce platform for their OG IT GRL Archetypes apparel line.
Developed the creative concept, production, and content for the brand’s first campaign.
Directed behind-the-scenes moments and marketing visuals that resonate.
The Quick Story
Phase 1: Brand Identity & Visuals
Crafted a responsive logo that embodies strength, and evergreen sophistication.
Curated a color palette and typography system as bold as the women it represents.
Developed brand guidelines to ensure every brand touchpoint oozes confident consistency.
Phase 2: Website Design & Development
Built an 8-page, high-converting website tailored to It Grl Fit’s audience.
Designed an intuitive UX for seamless class bookings and membership purchases.
Integrated high-quality visuals, compelling copy, and micro user animations.
Phase 3: E-Commerce & Campaign Production
Launched an e-commerce platform for their OG IT GRL Archetypes apparel line.
Developed the creative concept, production, and content for the brand’s first campaign.
Directed behind-the-scenes moments and marketing visuals that resonate.
The Final (Re)Solution
More Than Just Solid Aesthetic: A Strategic Brand Power Move
We didn’t just give IT GRL FIT a look—we gave them a legacy. A brand that commands attention, a website that converts, and a marketing engine that fuels growth.