Atlas: Building a Fitness Culture
Client
Atlas Brand
Service
Brand Strategy
Date
June 2023
The Challange
Making the Intangible Feel Concrete. Atlas Nutrition was a premier wellness and bodybuilding coaching service, but their visual presence didn't match the high quality of their programming.
The Friction
Coaching is an intangible service. Without a strong physical brand presence, clients felt like they were just using an app, not joining a "team."
The Goal
Evolve Atlas from a coaching platform into a cohesive lifestyle brand. We needed to create a visual identity that members were proud to represent—turning the coaching service into a tangible community.
My Role
Creative Director. I held full creative ownership of the brand, directing the visual strategy across marketing, physical merchandise, and product packaging. My role was to ensure that every touchpoint—from an Instagram story to a protein bag—spoke with one unified, motivating voice.
The Solution
A "Member-First" Visual Identity. Since the coaching delivery happened via a white-label app, I utilized brand strategy to bridge the gap between the digital service and the physical world.
The rebrand
Developed a modern, athletic visual identity that moved away from "influencer" tropes to a cleaner, performance-driven aesthetic.
Apparel as identity
Designed a premium apparel line that served as a "team uniform." This gave remote coaching clients a physical sense of belonging and turned them into walking brand ambassadors.
Content & Compaign Strategy
Directed the visual storytelling across social channels. We shifted the content focus from generic "sales posts" to high-value educational content and client success stories, establishing Atlas as an authority in the wellness space.
The Outcome
Building the Tribe. The rebrand successfully shifted Atlas from a transactional service to a lifestyle brand. The introduction of high-quality apparel and consistent, voice-driven social content deepened client retention, creating a "cult-like" community feel where members felt part of an elite group.
