ELEV8
FITNESS + NUTRITION
A brand built to rise.
SETTING THE STAGE
Elev8 Fitness + Nutrition is a strength and nutrition coaching brand built for real life. Led by an Olympic-level coach with a background in competitive athletics, corrective exercise, and nutrition education, the brand exists for adults who want to feel strong and capable again without burning out or starting over every six months.
She came to Southpaw ready to leave Cherokee Barbell behind and build something entirely her own. The vision was there. The expertise was Olympic-level. The brand was not.
Together, we built an identity that reflects the discipline, the transformation, and the grit behind the work.
THE CHALLENGE
Cherokee Barbell had served its purpose, but she had outgrown it. The in-person gym model was limiting her reach, and the vision had shifted. She was ready to move into online coaching, build a broader client base, and position herself as the expert she already was.
The problem was the brand did not reflect any of that. A new direction needed a new identity, one built around her credentials, her coaching philosophy, and where the business was actually headed. Not where it had been.
In a crowded fitness market full of generic marks and recycled motivation, looking credible before anyone reads a single word about you is half the battle. For a coach operating at an Olympic level, showing up with a brand that matched that standard was not optional. It was the whole point.
THE SOLUTION
We started with strategy. Before any design began, we defined the brand's positioning, tone, and visual direction, grounded in core values of sustainability, strength, transformation, education, and accountability.
That foundation led to a phoenix mark built around three deliberate decisions: a circular outer form representing ongoing progress, an upward tilt of the head and rising sweep of the wings that communicates forward momentum, and a hidden infinity symbol between the wings that doubles as an eight, a direct nod to the Elev8 name and the idea of limitless, repeatable growth.
The custom logotype followed the same logic. Curved letterforms subtly reference layered feathers, connecting the wordmark back to the mark while keeping the overall system bold and grounded.
The result is a complete logo system, horizontal lockup, stacked lockup, badge, and initials, built to show up consistently across digital platforms, apparel, and physical spaces at any size without losing its punch.
THE RESULTS
Elev8 launched with a brand that looks as serious as the coaching behind it. Credible from the first glance. Consistent across every touchpoint. Built to grow with the business as it scales.
An Olympic-level coach. A brand that finally matches her.
Built to rise.
SERVICES
Logo Design
Visual Identity
Typography
TESTIMONIAL
I can’t recommend John enough.
He helped me completely rebrand my business to Elev8 Fitness & Nutrition, and the entire process was beyond what I expected. I had the vision in my head, but he was the one who brought it to life in a way I could actually see, understand, and build from.
He designed my logo, developed the brand direction, and created a full PDF that laid everything out so clearly. It gave me structure, clarity, and confidence in where I’m taking my business.
What really stood out was his professionalism and commitment. He was always on time, extremely organized, and we had multiple Zoom calls where he took the time to walk me through everything step by step. I never felt rushed, and he truly cared about getting it right.
Even after the rebrand, he has continued to support me with social media and marketing, which says a lot about the kind of person he is.
If you’re looking for someone who not only understands branding but actually helps you see and execute your vision, John is your guy.
- AYSE SUKOLA
