The Challenge : A new fitness brand launching needed an identity and cohesive visual style of photography that reinforced the message of the brand as well as a website to showcase that brand

The Solution: Mad Cool Fitness got a “dancing” feisty graffiti-inspired logo and “M” mark, and style of photography featuring “real” (non-model) women styled beautifully and photographed in heroic, dramatically lit style to emphasize the brand message that anyone can become fit and become the hero of their own drama

Jay’s Roll: As Founder and CEO of Membit Jay was provided over-all project leadership and creative direction for the logo designer and photographer as well as the web designer and web developer.