How do you build a brand from just a logo? This was the challenge I faced when CEO, Scott Sechrest, approached me to create a full branding package for his fitness software start-up, AthliOS. In three short years, AthliOS made a name for itself by securing big-name clients such as Polar, Equinox, Woodway and True (pretty impressive, right?) But during this time, little effort was spent on positioning, marketing or branding. AthliOS’ only assets were a business card and a WordPress splash page.

I was tasked with bringing the company’s marketing arm up to speed before their first significant fundraising effort. Over four months, I worked with Scott, Dan, Chelsea, and Mark (the core squad) to develop the brand’s position, identity, DNA, creative direction, and digital assets. The result of this fantastic effort was a 70-page brand book, a new website, a pitch deck, and some sick business cards.


Develop the brand's position, identity, DNA, creative direction and digital assets.

  • 70 Page Brand Book
  • Iconography, Custom Illustrations, Website Design


I did not create the AthliOS brand; it always existed in the hearts and minds of its founding team members. It was my job to dig deep into their collective psyche and uncover their unifying values. This brand book encapsulates hours of interviews, brainstorming sessions, writing workshops, and pixel pushing. I highlight a few of the design-intensive projects in this case study, but for the full experience, click the link below.



How AthliOS became the "Connected Fitness Blueprint"

AthliOS’ short history is one of accelerated development. Instead of building custom solutions for each client, the company started by building out a full-service cloud platform. This foundation allows clients to deploy cloud-connected interfaces, asset management systems, and web apps at a staggering speed. To be exact, working with AthliOS can cut down a client’s development time from 40 months to 180 days.

For equipment manufacturer and club operators, this is huge. Most fitness companies do not have the resources or expertise to develop a product of their own, and AthliOS is giving these clients a chance. To sweeten the deal further, AthliOS manages the design process, software maintenance, and feature updates. In our meetings, the team expressed difficulty in communicating their offerings to a “tech-illiterate” clientele. It was clear they needed to simplify their pitch.

The idea of a “foundation” got my wheels turning. In essence, AthliOS empowers brands to invent the future by coming to the kitchen with a tried and true development formula. The metaphor of a "blueprint" communicated this position perfectly!

AthliOS provides a blueprint for manufacturers and fitness operators to deploy a personalized experience across all of their devices.


Logo, Color Palette + Typefaces

Scott, the CEO, wanted the brand to look sleek, modern, approachable, and futuristic. I created a blue gradient to symbolize the brand’s strength and trustworthiness.


For the iconography, I used a minimalist, stroked design style to create a sense of lightness that is friendly and inviting.

Custom Typography

The AthliOS logo is strong, futuristic, and impactful. To harness this energy in future assets, I created a custom version of Pirulen Regular. Each character takes cues from modifications made to the original wordmark.

Isometric Illustrations
White Label Showcase UI