The fitness industry has a messaging problem. Too many gyms sell intimidation dressed up as motivation — perfectly lit bodies, impossible standards, and an unspoken pressure to already be the person you're trying to become. Olive Tree Fitness is the antidote to all of that.
This project started from the ground up — not just as a website redesign, but as a full business concept and brand built around a simple but radical idea: come as you are, do your best, and let the rest follow. I developed the brand identity, fleshed out the business concept, and brought it all to life through a concept website redesign that puts community and accessibility front and center.
Olive Tree Fitness is led by three remarkable women trainers who meet members exactly where they are. The gym offers a fully equipped space with a thoughtful range of programming — HIIT, weightlifting, and yoga under one roof — plus hiking and biking tours winding through the Twin Cities Metro for those who'd rather sweat with a view. The tagline, "Make peace with working out," became the north star for every design and content decision, shaping a brand voice that feels encouraging without being preachy, and energizing without being exhausting.
The visual identity reflects that same balance — warm, grounded, and confident. The kind of brand that feels like a deep breath rather than a battle cry. The website redesign prioritizes clarity and ease, guiding visitors naturally from curiosity to commitment with a layout that feels as welcoming as the gym itself.
This one is personal. Olive Tree Fitness represents exactly the kind of fitness community I'd want to be part of — one that makes it genuinely easier to show up, week after week, and actually stick with it.
Deliverables included:
Business concept development
Brand identity design
Website redesign & copy
Because the best workout is the one you actually want to come back to.
