Meraki Wellness (opening Fall 2026) is a hybrid fitness space that combines a heavy lifting gym with a pilates and yoga studio. Because these two worlds usually look completely opposite, the client needed a single, unified brand identity that felt right for both types of athletes.

  • Our Strategy

    Rather than forcing the client to choose between a hard athletic look or a soft studio aesthetic, we identified their shared core benefit: the strength and confidence they build in people. We positioned the brand around inclusivity and breaking stereotypes, proving that women lift, men practice yoga, and functional movement belongs to every body.

    The Creative Execution

    • The Campaign: We developed the launch campaign, “Putting the Me in Meraki,” which reframes wellness as a powerful act of self-prioritization.

    • The Custom Wordmark: To mirror the hybrid nature of the space, we designed a custom wordmark that balances structured, grounded typography with a fluid, continuous "e" to suggest rhythm and intentional movement.

    • The Impact: The result is a bold, modern, and accessible brand system engineered to stand out in a crowded market and support every individual who chooses to invest in themselves.