PopFlex Active is a women's activewear clothing brand focused on femininity, body positivity, and fitness. This assignment required me to execute a complete overhaul of PopFlex's visual identity system. Because PopFlex's CEO got her start as a pilates instructor, I drew inspiration from various stretches and pilates exercises to develop a logo that is strong and bold while maintaining its grace and femininity. Sketches completed in Procreate, logos and style guide completed in Adobe Illustrator.
