TRUFUSION

Creative Direction

TruFusion is a fitness phenomenon: seven distinct gyms under one roof, offering everything from bootcamp and barre to yoga and boxing—all in heated environments. With the tagline “Find Your Edge,” TruFusion needed a cohesive, aspirational brand identity to captivate members and attract franchisees globally.

Black background with white text that says "Find Your Edge TRUFUSION" inside a white rectangular outline.

Our goal was to create a scalable brand that could sell 100 franchises within five years and establish TruFusion as a major player in the competitive fitness industry.

As Creative Director, I led the charge on every visual and strategic element of the rebrand. Starting from the ground up, I overhauled the logo, simplified the color palette, and introduced a bold brand identity.

Dimly lit hallway with red and black wall art, black pendant lights, and reflections on a shiny floor, illuminated by red and teal lights.
A person lying down with their head tilted back, illuminated by red lighting, creating a dramatic silhouette.
Digital billboard in Times Square showing an advertisement with a girl and the text "Sweat Included".
A person holding a sign advertising a 2-year membership for TruFusion, with a backdrop of tropical scenery including palm trees and a clear blue sky.

To amplify the brand’s presence, we conducted in-depth user research to understand why the interiors of the rooms needed to evoke the energy of a concert. It became clear that the design had to resemble the atmosphere of a club, positioning the instructor as the "Rockstar" of the room and class.

Indoor yoga studio with black mats, candles, and blocks arranged on a wooden floor, illuminated by warm lighting and decor with a curtained stage and arched doorways.
Group of women doing side plank yoga poses on mats in a modern workout studio with blue lighting.
Inside Trufusion gym and wellness center with reception area, staff members, and seating, located in a mall.
A modern yoga studio illuminated with red lighting, featuring yoga mats on the floor, mirrored walls, and a large digital display of a woman stretching.
Indoor cycling room with multiple stationary bikes, illuminated by vibrant purple and pink neon lights, and a large wall mirror covering the back wall.
Women in a fitness class lifting dumbbells under pink and purple neon lights.
Empty indoor fitness gym with black punching bags hanging from the ceiling, workout benches, and battle ropes on the floor, illuminated by colorful LED lights.
A smiling man in a black tank top holding a green kettlebell on his right shoulder inside a dimly lit gym with purple lighting and mirrors.
Women participating in a yoga class in a dimly lit studio, practicing seated poses with their arms raised, with yoga mats and water bottles on the floor.
Three men sitting on stage at a panel event, with the middle man speaking into a microphone. All three are wearing black T-shirts with "TRUFUSION" printed on them. The man on the left has a shaved head, the man in the middle has curly hair, and the m
Three women performing ballet or contemporary dance on stage, illuminated by dramatic blue and orange lighting, striking expressive poses.
Indoor cycling studio with rows of exercise bikes, black walls, colorful neon strip lighting on the ceiling, a large mirror with graffiti art pattern and a logo, and a ceiling fan.
Active people engaged in fitness activities with the text 'Find Your Edge Trufusion' overlaying the image.

The logo redesign was inspired by the yoga mat—a shared symbol across TruFusion’s diverse classes. The tagline “Find Your Edge” was visually represented as a corner in the mat, reflecting the brand’s ethos of pushing boundaries.

We implemented a sleek, vibrant color palette and bold typography that communicated energy, heat, and strength. This foundation extended across all brand touch points, from franchise systems and studio design to social campaigns and video content.

Every detail was meticulously planned and executed:

✣ Simplified a chaotic logo with 80+ colors into a sleek, scalable identity.

✣ Designed and developed 360-degree studio experiences, including a bespoke Coral Gables studio for Alex Rodriguez in under a week.

✣ Embraced the rise of video marketing, producing high-impact content that set TruFusion apart from competitors like SoulCycle and Rumble.

✣ Built scalable assets and style guides to support rapid expansion across 100+ locations globally.

Woman with curly hair in workout attire, holding dumbbells behind her back, in mid-air jump.
A woman performing aerial silk yoga or acrobatics, hanging horizontally in mid-air on black fabric against a plain light background.
Interior of a modern art studio or gallery with a colorful collage wall, a black-and-white photo of a woman stretching, and two silver pendant lamps hanging from the ceiling.
A woman with dark hair and nail polish is sitting and using a smartphone, browsing social media or a photo gallery.
Person working on a sign installation for Trufusion gym, with the sign reading 'TRUFUSION' and slogan 'FIND YOUR EDGE,' in front of a beige building under a blue sky.
A muscular man with dark hair and a beard is holding a blue kettlebell while in a squatting position, with his left arm extended to the side.

TruFusion’s rise coincided with the fitness industry’s golden era, standing alongside giants like SoulCycle and Rumble. What made it epic wasn’t just the results—it was the culture we built.