THIS Gym

In Austin, where boutique gyms are plentiful, the founders of THIS set out to create something rarer: an exclusive performance club that combines cutting-edge training with the feel of a private social retreat. From the earliest conversations, I partnered with the stakeholders to shape how that vision would come to life visually and digitally. I designed the brand identity, crafting a system that felt elevated yet approachable, then extended it into a website experience that introduced the club’s ethos with clarity and allure.

To carry the brand into the member experience, I also developed app concepts that fused performance tracking with the lifestyle elements of the club. The result is a cohesive identity that signals exclusivity without arrogance—positioning THIS Gym as a destination where fitness, community, and culture meet.