VARSITY HOUSE + BUSINESS OF STRENGTH
One standard. Two voices.
A brand system for Varsity House, a US gym network, and Business of Strength, the coaching business behind it that teaches gym owners how to grow. Logo system, brand books, signage, merch, social, Slides masters, and a live brand hub both teams work from.
2026 · Brand system · Brand books · Brand hub · Creative direction
How AI was used
AI did the heavy lifting on the structure. It audited every existing mark and asset, organized years of scattered files into one brand architecture, found the gaps nobody had a rule for, and helped build the live hub site.
The brand rules aren't a PDF in a drawer. They're written so people and tools can both read them, which means everything that gets made next stays on brand.
AI did the heavy lifting on the structure. It audited every existing mark and asset, organized years of scattered files into one brand architecture, found the gaps nobody had a rule for, and helped build the live hub site.
The brand rules aren't a PDF in a drawer. They're written so people and tools can both read them, which means everything that gets made next stays on brand.
