For Fuerza, a workout studio founded by Mexican-American Sarai, I developed a comprehensive brand strategy along with visual identity, social media collateral, and art direction, focused on empowering Latina women on their journey toward physical and emotional wellness.
The process began with an essential strategic phase, where I defined the brand personality and the values Sarai wanted to project both as an individual and a business owner, grounded in a shared bicultural experience that allowed for a genuine connection to the project. With a clear strategy in place, I developed a brandmark, art directed the photography, and built a social media collateral system that balances femininity with versatility.
I incorporated bilingual elements throughout the design to authentically connect with both Spanish and English-speaking audiences. The result was a personal brand that goes beyond the visual, positioning Fuerza as an authentic, welcoming space for Latina women committed to their wellness.
