UPLIFT, LLC is a local fitness studio located in Latham, NY. Uplift wanted a brand that would appeal to a wide range of audiences. Not just athletes or gym rats. In fact the name was created based on the motivational fitness community that had formed before the birth of the company. 

Keeping this in mind I created a complete identity and branding system to convey this exact message. The UL monogram has a very modern but elegant look. The boldness of the font stands out to a male audience but the soft rounded elegant features appeal to a female. The colors are also bold but still soft on the eyes. The results are a modern, professional and refined brand.