︎ART DIRECTION
︎BRANDING
︎COPYWRITING
︎STRATEGY

Project Brief

Second-year university project exploring how gamification could address the gender gap in fitness. The challenge: create a character-inspired sub-brand within an existing Warner Brothers franchise that fills a genuine market gap.

Design Approach

Traditional gyms often attempt to attract more women by adding classes, equipment, or trainers—but rarely address the core issues of intimidation and uninspiring environments. Gym Mod takes a different approach: making fitness genuinely fun through game mechanics and playful brand experience.

Inspired by Summer Smith from Rick and Morty, the brand captures her energetic, irreverent personality while creating an environment where women and beginners feel welcome rather than judged. The gamification elements transform workouts into engaging challenges rather than obligations.

Target Audience

Women and fitness beginners seeking an enjoyable, non-intimidating gym environment—people who want to get fit but are put off by the serious, competitive atmosphere of traditional fitness centres.

Design Deliverables

• Brand Identity – Logo, colour palette, typography, brand guidelines
• Environmental Design – Gym interior concepts, signage, wayfinding
• Marketing Materials – Billboards, posters, promotional assets
• Packaging & Merchandise – Branded products and gym accessories
• Campaign Assets – Multi-channel promotional materials

Tools

Adobe Illustrator, Photoshop, InDesign, Procreate

Outcome

A cohesive, playful brand identity that reimagines the gym experience—proving that fitness spaces can be welcoming, fun, and empowering without sacrificing credibility.