FAT GIRL FIT: Brand Identity

In a male-dominated cycling industry, the chance to work with one of Cycling UK's top 100 female cyclists, @fatgirlfit (Lisa Thake), was an opportunity I couldn't pass up. I aimed to create a design that radiated strength and empowerment.

Getting to know Lisa, it became clear that her identity should be as vibrant as her personality – pink, bold, and fierce. As a champion of plus-size positivity, I crafted a bold yet friendly textured typeface to amplify her message. To make it truly personal, I incorporated the pink hue from her signature Specialized Tarmac road bike, fashioning an identity that's uniquely hers.