STEPX® - Rebranding Design

Dual-Purpose Influencer-Entrepreneur Brand Realignment

My Contribution: Marketing Research, Brand Guideline, Graphic Design, Ad Testing

STEPX, formerly Peeta Fitness, was established by YouTuber Peeta to make fitness knowledge accessible to a wide audience. The recent rebranding effort focused on enhancing brand awareness while maintaining the loyalty of Peeta's original audience. I led the rebranding process through a three-phased approach: analyzing audience data via Google Analytics, conducting customer interviews, and expanding ad testing to refine our target personas.

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Insights from this research enabled us to shift the brand’s emphasis from appearance to a more holistic view of wellness, better aligning with Peeta’s mission to promote sustainable health. Additionally, we eliminated gender stereotypes from the brand, crafting an inclusive identity that appeals to a broader, more diverse audience. The new brand identity not only expands its reach but also opens up new opportunities for partnerships and applications within the wellness industry.

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A muscular man doing a pull-up, with an outlined X over his back, symbolizing STEPX’s brand focus on strength.

A STEPX branding guideline page showing logo usage, safe zones, color palette (dark gray, light gray, orange), typography, and logo variations for different backgrounds.

A STEPX website mockup shows Peeta in a polo with bold text saying, IT'S TIME TO BE HEALTHY AND IN GREAT SHAPE, alongside a progress bar and sign-up button.

Two posters on a dark wall show a woman with STEP UP YOUR GAME and a 50% off offer, and a man with NOW OPEN, promoting STEPX fitness classes for young adults.

A woman in a STEPX polo with the slogan, STEP UP YOUR GAME. (Left Image) A store banner with the STEPX logo on a building exterior. (Right Image)

Eleven men in black STEPX polos hold a banner with the STEPX logo, looking serious and unified

Gym interior with a neon X on a dark wall, creating a modern, industrial look

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