Tuff Girl was a meaningful moment–fifteen years in, with a community that had grown and shifted well beyond what the original mark represented. Working closely with the owner, we brought a new vision to life: one that felt more inclusive despite the name, and visually matched the energy the brand actually delivers.

The lightning bolt came naturally. It's subtle enough to feel considered, but electric enough to capture exactly what it feels like at the peak of a workout. The color palette followed the same logic–bold, energizing, and unapologetically alive. Everything was designed to feel like a brand that had grown into itself, not one that had simply updated its logo.

BRAND: Freelance
ROLE: Brand Designer