Designed site-specific murals for renovated Crunch Fitness locations, translating the brand’s energetic identity into large-scale environmental graphics rooted in each neighborhood’s visual culture. Working in collaboration with marketing, operations, and creative leadership, I illustrated custom skyline compositions that integrate iconic local landmarks with fitness-inspired elements. These installations were created to enhance member experience, strengthen neighborhood connection, and bring brand expression into physical spaces.
Title
Crunch 59th St (2025)
Role
Sr. Designer
Credits
Creative Direction: Luis Vega
Photography: John Moore
Created a multi-level mural spanning the new street-level lobby and stairwell, featuring illustrations of neighborhood landmarks including the Queensboro Bridge, Roosevelt Island Tram, Midtown skyline, and NYC taxi.
Roosevelt Island Tram
NYC Cab
The Queensboro Bridge
Designed a 40-foot long statement mural integrating downtown landmarks such as One World Trade Center, the Brooklyn Bridge, the Statue of Liberty, and Noguchi’s Red Cube with fitness-inspired graphic elements. The large-scale mural energizes a previously blank wall while bringing local identity into the club.
Title
Crunch Chelsea (2026)
Role
Sr. Designer, Design Manager
Designed and illustrated a 12×10 foot mural celebrating iconic Chelsea landmarks, including The Chelsea Hotel, Chelsea Market, The High Line, Little Island, The Standard Hotel, The Vessel, and sweeping downtown views, interlaced with fitness graphic elements. The large-scale mural pays tribute to an iconic NYC neighborhood and one of the oldest, and most beloved, Crunch clubs.
