Title
Crunch Fitness Integrated Campaign Design
Timeframe
3 campaign cycles (2022–2026)
Scope
Co-developed campaign concepts and evolved existing brand systems. Led visual system development across typography, layout, and photography direction. Designed key hero assets, and built scalable campaign toolkits for global rollout. Managed production timelines and mentored junior designers throughout execution.
Scale
Global rollout across 550+ clubs, reaching 3M+ members.
Impact
31% lift in brand awareness and 72% of purchase intent influenced by creative.
Timeline
Over multiple campaign cycles, I partnered in evolving Crunch’s campaign platform toward a more refined, scalable visual system. Each iteration introduced improvements in hierarchy, photography, and layout structures to support a consistent rollout.
Established a bold, high-energy campaign voice centered on oversized typography, vibrant color accents, and optimistic lifestyle photography. While the campaign successfully re-engaged members post-pandemic, the expressive color palette and varied messaging formats limited scalability and consistency across franchise environments.
Title
Go Crunch Mode (2022)
Role
Jr. Graphic Designer
Credits
Art Director: Suze Myers
Photographer: Coty Tarr
Billboard
Sandwich Board
Direct Mail
Introduced a more assertive typographic system and simplified color palette rooted in Crunch’s core brand colors, alongside photography that emphasized in-gym energy and movement. Color-blocked headers improved message visibility but created layout rigidity.
Title
Feel Good Here (2024)
Role
Sr. Designer
Credits
Creative Direction: Luis Vega
Photography: Murphy Made
OOH
Billboard
Direct Mail
Refined the campaign system with a cleaner, more scalable typographic treatment that maintained the color-block motif while simplifying its application. Further reduced the color palette to emphasize Crunch’s most recognizable color, orange gradient, strengthening brand consistency and consumer recognition. Layouts were tightened to prioritize imagery and clarity, supported by a more expressive photography direction focused on close-up moments of joy and intensity.
Title
Feel More Here (2026)
Role
Designer Manager
Credits
Creative Direction: Luis Vega
Photography: Catherine Hurt
OOH
Sandwich Board
Direct Mail
Window Graphics - Crunch 34th St., NY
Window Graphics - Crunch Bowery, NY
Email Design
