SCULPT is a New Orleans-based fitness studio creating an intimate atmosphere for quality results, with certified instructors shaping, toning, and sculpting the body through a variety of classes. Minmoo’s goal was to create an inclusive and approachable brand identity to match the clean, modern, feminine, and natural brand foundation. SCULPT wanted a color palette to help them stand out within the fitness industry, using a softer, quieter approach to distinguish them from the loud, bold voice of local fitness studios. Minmoo designed a mark and visual language with the creative intention of illustrating strength, balance, and form. An additional conceptual brand imagery challenge was that the studio space was temporary and had the potential of changing locations. To create an environment complementary to the brand and focused on the classes the studio offers, without misaligning the classes with any one studio space, photography and creative direction was done outdoors, using cloth backdrops to separate SCULPT from the space it inhabits.