Basic-Fit
Brand & Campaign Ecosystem
Role: Senior brand designer | 2022 - 2024
At Basic-Fit, I worked within an international corporate environment, contributing to the development of multi-channel brand communication across digital, print, OOH, and DOOH.
My role centred on translating brand strategy into scalable visual systems, ensuring consistency across formats, markets, and touchpoints.
Collaborating with cross-functional teams, I supported campaign development, seasonal initiatives, and internal communication, while art directing photoshoots aligned with the brand identity framework.
Yearly Brand Campaign | 2024
Objective
Strengthen brand awareness and drive membership growth during key acquisition periods.
Touchpoints
OOH · DOOH · Narrowcasting · Social · In-club · Digital assets · Multi-language Rollout
My Role
OOH / DOOH Art Direction · Visual System Development · Cross-channel Adaptation · Multi-market Rollout
Overview
Boost Your Mood is a recurring yearly campaign developed for Basic-Fit’s key acquisition periods.
The challenge was to translate an emotionally driven concept into a scalable OOH system capable of maintaining impact and consistency across formats, environments, and markets.
Boost Your Mood
Always-on Brand Initiative | 2024 – Present
Objective
Address gym intimidation and reduce emotional and social barriers to participation.
Be Comfortable translates inclusivity into a cohesive brand expression, reinforcing accessibility as a core value.
Touchpoints
Website · Social · Digital Assets · Packaging · Merchandise · In-club Communication · Multi-language Rollout
My Role
Naming Development · Contribution to Logo Development · Art Direction · Photoshoot Direction · Model Casting · Social Content Creation · Packaging & Merchandise Design
Overview
Be Comfortable is an always-on initiative designed to foster a more emotionally accessible fitness environment.
The project required translating brand values into a consistent visual and verbal system across digital and physical touchpoints.
Be Comfortable
Brand Partnership Activation | 2023 - Present
Objective
Extend fitness and nutrition into festival culture, reframing wellbeing as part of leisure and youth experiences.
FitBox positioned movement as playful, social, and accessible beyond the traditional gym context.
Touchpoints
Spatial Design · Environmental Graphics · Signage · Interactive Activities · Narrowcasting · Merchandise · Staff Clothing
My Role
Project Lead · Naming Development · Spatial & Experience Design · Brand Integration · Activation Concept · Visual Identity · Copywriting · Production Coordination
Overview
FitBox is a festival activation developed in collaboration with NXT Level.
The challenge was to integrate two distinct brand identities within a cohesive spatial experience, creating an immersive environment that merged fitness, nutrition, and festival culture.
Fitbox
Digital Brand Experience | 2023 - Present
Objective
Transform member data into a personalised year-in-review experience that reinforces engagement at the start of the new year.
Fittastic turns performance insights into a motivating digital touchpoint within the brand ecosystem.
Touchpoints
App · Email Communication · Digital Assets · Multi-language Rollout
My Role
Visual Concept Development · App Visual Design · Email Communication Design · Multi-language Adaptation
Overview
Fittastic is a personalised yearly recap experience within the Basic-Fit app.
The project translated performance data into a clear and engaging visual system, ensuring consistency and emotional resonance across digital channels.
