Lift Lake

Concept & Narrative

Lift Lake reimagines strength training as something slower, more intentional, and emotionally grounding. Positioned as not a bootcamp, the brand centres on connection - between body, mind, and community.

Brand Approach

The identity softens traditional fitness cues through a refined, editorial lens. Elegant typography is paired with muted, calming tones to create a sense of balance—blending strength with sensitivity.

Visual Language

A system of abstract, organic shapes brings a sense of fluidity and movement. Combined with cropped, intimate photography, the visuals feel considered and human—shifting the focus from performance to presence.

Outcome

A distinctive boutique fitness brand that stands apart from high-intensity culture—positioning Lift Lake as a space for conscious strength and connection.

“Truly you couldn't dream up a better designer, collaborator, and partner than Bex at Groundwork. She helped me make the entire brand identity for my boutique fitness studio on a super tight timeline and she 100% delivered above and beyond expectation.

She is sharp, quick, organized, and effective - and most importantly she has a great eye, of course. She asks the right questions and gets to work turning your vision into a reality (except better than you could have even imagined). I can only wholeheartedly recommend working with Bex!”