Crafted a powerful brand experience for F5 Fitness, positioning them as a purpose-driven fitness community that goes beyond traditional gym offerings. Created cohesive visual identity showcasing three core service pillars: personalized training, high-energy cardio, and CrossFit community. Designed tiered membership strategy that scales with member commitment levels. The brand narrative successfully differentiates F5 from competitors by focusing on community, professional expertise, and holistic fitness approach rather than just equipment access.