Femme Fitale

Booty Camp Fitness’ kickboxing-focused sister venture Femme Fitale needed a comprehensive brand style that would set it apart as its own distinct entity. Coupling rougher textures & stark typography with a slightly desaturated pink colour palette, I created an overall look that married typical MMA grit with a feminine energy unique to their client base.

I also lead the design and development of their custom-built, database-driven flagship site which served not only as a marketing tool, but also a primary hub for both members and instructors to access class schedules and other important program information.