This rebrand is a self-initiated concept for Choice Fitness. I have no affiliation with the company, and this work was not commissioned. It’s a strategic exploration of how the brand could sharpen its identity, differentiate itself, and create stronger visual impact in a crowded space.

Choice Fitness already had familiarity. The goal was not to reinvent it. The goal was to refine it.

I simplified the mark into a bold, modern CF monogram that feels athletic, fast, and built for signage, apparel, and digital. The previous logo worked primarily as a badge on a wall. The new identity is designed to scale across exterior signage, merchandise, print, and mobile without losing clarity or impact.

In a market saturated with reds, oranges, and purples, I leaned into a high contrast yellow and neutral palette to create separation. The result feels familiar but fresh. It performs better across every touchpoint, not just visually, but functionally.