THE STORY

REDEFINING FITNESS
House of Lagree, a new fitness studio in Edmonton, Alberta, entered a competitive market with a bold mission: to redefine boutique fitness by blending the intensity of the Lagree Method with the grace of Pilates. More than just a fitness destination, House of Lagree aimed to build a community founded on strength, empowerment, and unity—all wrapped in an unapologetically stylish package.

BREAKING THROUGH THE NOISE
Starting from scratch with no established brand presence, House of Lagree needed a standout identity that would resonate in Edmonton's bustling fitness scene. The goal was clear: create a brand that embodies strength and empowerment while exuding a fierce, stylish aesthetic. They sought a design that would resonate with a clientele who craves wellness and style, offering a high-end, personalized experience.

DESIGNING A MOVEMENT
We set out to create a brand identity that radiates strength, boldness, and unity, while maintaining a modern, edgy aesthetic. The resulting design features an ambigram logo—a fusion of two 'L's forming an 'H'—symbolizing unity at the heart of House of Lagree. Encircled to represent the community surrounding their pillars of strength, the emblem blends modern heraldic influences with contemporary design, channeling the grandeur of fashion houses and royal insignias. To complement the logo, we chose typography that balances strength with elegance, reflecting both the dynamic energy of the Lagree Method and the grace of Pilates. A monochromatic color palette and fashion-forward patterns add timeless sophistication, ensuring the design remains as fierce and empowering as it is luxurious. This seamless fusion of luxury, strength, and style encapsulates House of Lagree’s distinct identity—crafted not just to look good, but to make a statement.

STRENGTH IN UNITY
The final brand identity perfectly embodies House of Lagree’s core values of strength, unity, and empowerment. The ambigram logo and modern typography made an immediate impact, establishing House of Lagree as a standout in Edmonton's competitive fitness market. The cohesive visual identity became a symbol of both luxury and empowerment, resonating deeply with the local community.

EMPOWERING A COMMUNITY
In just a few months post-launch, House of Lagree had attracted nearly 4,000 Instagram followers and quickly became a sought-after destination for fitness enthusiasts in Edmonton. The brand’s empowering, sophisticated identity forged a strong connection with the local community, setting the stage for expansion into new cities. Today, House of Lagree is solidified as a leader in the fitness industry, with a loyal following and a reputation for offering a unique, high-end fitness experience.