The Daily Fill is a new, hybrid concept blending therapy, fitness, and competitive training — designed for athletes and individuals who see physical performance and mental well-being as interconnected. Their goal was to create a brand that speaks to both bodybuilders and therapy clients, with an identity that’s bold, inclusive, and grounded in real support. I partnered with the founders to craft a visual system that balances edge and elegance — built to motivate, welcome, and elevate.
The founders wanted a brand that could hold space for both therapy clients and competitive athletes — a rare mix. The challenge was to avoid alienating either group. We needed to create something that felt edgy, expressive, and aspirational, while still conveying the credibility, safety, and calm of a therapy-forward environment. Visually, the brand had to merge an alternative fitness culture aesthetic with the clean minimalism of modern wellness spaces.
We started with foundational brand strategy: defining tone, voice, and audience segments. Visually, we leaned into a monochrome palette (black and white) with a strategic pop of teal — chosen for its ability to evoke focus, energy, and calm all at once.
The identity needed to feel luxurious without being sterile, and motivational without being aggressive. We achieved this by combining refined typography and clean layouts with bold, high-contrast design elements. The visual system plays with tension — sharp vs soft, loud vs quiet — to reflect the duality at the heart of their offering: physical intensity and emotional balance.
The brand voice was also carefully crafted: supportive, strong, and human, with just enough grit to connect with competitive personalities — without alienating those coming in for therapy and growth.
The final brand confidently reflects The Daily Fill’s bold, alternative edge — without sacrificing the professionalism and care that define their therapeutic approach. The identity strikes a rare balance: it feels edgy and unapologetic enough to resonate with competitive athletes and alt-aligned audiences, while still maintaining the clarity, trust, and warmth essential to a therapy-forward space. The result is a brand that stands out in both the fitness and mental health industries — inclusive, visually striking, and grounded in purpose. It’s a space that feels authentic to the founders’ vision and truly built for people who see strength and vulnerability as partners in growth.
I’m currently open to new roles and creative collaborations. I bring a thoughtful, people-first design approach shaped by real-world experience and a deep love for turning ideas into aligned, intentional work.
