Fit WIth Danielle
Creative Direction & Brand System
blend yoga, pilates, and HIIT into one continuous, high-heat workout where everyone moves together. The music is loud, the room is full, and the energy is felt right away.
I led the creative direction, building the brand across identity, digital, social, merch, and the physical space. Every element is designed to feel as strong and elevated as the experience itself. Bold, confident, and intentional.
I introduced “Move Fiercely Forward” as a mantra for the community, shaping how the brand shows up across apparel, social, and in-studio moments.
In just a few years, it has grown into a tightly connected community with a clear identity. Every touchpoint reinforces that feeling, designed for the people in the room and the culture they’ve built together.
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Client: Danielle Macik
Role: Creative Director, Brand Designer, Photographer
Year: 2023–Present
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Programs:
Ai, PS, LrC, ID, Pr, Me, Midjourney, ChatGPT, Squarespace
the mark
Prim. logomark
Abv. logomark
Logo symbol
Prim. logomark
Abv. logomark
Logo symbol
FWD Merch release
The first product release was designed as both a physical extension of the brand and a way to introduce “Move Fiercely Forward” as a core idea. The mantra became the foundation for the sweatshirt, expressed through bold, direct typography and supported by subtle details that tie back to place and community.
The release was structured as a pre-sale to fund production, with a dedicated web experience and a series of announcements to drive awareness and coordinate pickup. The goal was to create something that felt considered and elevated, while still rooted in the energy of the studio.
Community Voting
To bring the community into the process, I designed an Instagram voting system where hoodie and sweatshirt options moved through a bracket-style selection. Winning designs advanced head-to-head, allowing members to directly influence what would be produced.
This approach turned the release into something shared rather than dictated, reinforcing the idea that FWD is built with its community, not just for it.
Pre-sale Release
The release was structured as a pre-sale to fund production, turning the drop into a community-backed launch.
post production Announcements
A series of announcements were designed to build awareness, coordinate pickup, and lead into the next phase of the release.
Photoshoot Moodboards
Moodboards were created to establish tone and align participants ahead of the shoot, ensuring a shared understanding of the direction.
photoshoot
I concepted and directed a community-driven photoshoot to extend the release beyond the product and position FWD as a lifestyle brand. Nine members participated, split into two groups. One group worked with me on a more structured shoot, while the other used point-and-shoot 35mm cameras to capture candid moments.
Halfway through, the groups switched, creating a balance between art direction and spontaneity. The point-and-shoot approach produced a set of images that felt effortless and authentic, complementing the more considered digital work.
