We have the freedom to choose whatever we want for our Thesis, related to design obviously.  I knew from the beginning that I wanted to incorporate design and fitness in some way, because those are two important parts of my life. In order to do that, I went ahead with the idea of creating my own brand called "Shapeshifters." Below is a summarized collection of the final product; a fully executed brand with certain values, a distinctive purpose, strategy and a brand voice alongside design principles that work cohesively. Below is a brand guideline book, the pitch presentation; the mobile navigation and the advertisements. 

Shapeshifters is a brand that aims towards disrupting the fitness industry in the form of an accessible wellness club. This wellness club provides a gym, studio classes, luxury shower amenities, spacious work stations and nutritious food and beverages provided by the juice bar and restaurant. The core concept of the club is to help individuals attain their personal goals through positive motivation & specialized client retention with the help of personal trainers, nutritionists and a supportive community of members at ones disposal. It’s about encouraging personal growth, through a positive environment & body image. Wellness is a prevalent trend today and a lot of people have their own personal journey in regards to health and fitness.


The word Shapeshifters by definition is “a person or being with the ability to change their physical form at will.” The design language is created to reflect the brand ideals; the logo is a compilation of free form organic shapes playing on the idea of body positivity and simultaneously creating a positive vibrant energy. The color palette is taken into careful consideration; the orange color is symbolic to the idea of transformation, the red adds a vigorous energy to invoke high intensity exercising and the blue represents the advancement of ideas and progress in technology. Through my final product, I hope to capture the vision of this brand to its full extent, how it lives physically and digitally. Using these key elements, the components created are visually cohesive and come together to create the brand guideline.