We first met Kurtis and the team at Rise Athletics and Wellness when they were still known as The Muscle Hut. At the time, they had just moved into their second location and were increasing engagement with the community in offering the “Un-gym Experience” – fully coached group classes where you could feel comfortable with the full range of equipment regardless of skill level. As their audience grew, the strong logo and colour pallet no longer spoke to all demographics.

The intention behind Rise was based on the continuous testimonies of their clients. Each told a story of increase, whether it be in physical conditioning, mobility or mental health, an obvious theme was apparent. In association with the name, elements showing an elevation or rise were an obvious choice, as was the blue tone-on-tone pallet. The new visual identity and accompanying print assets were approachable for their entire audience and aptly spoke to their mission.

Rise Stationery Set
Rise TShirt Mockup
Rise Pamphlet Mockup



Pantone 2728 C
RGB: 0, 71, 186
CMYK: 96, 78, 0, 0

Medium Blue

Pantone 2718 C
RGB: 88, 135, 218
CMYK: 66, 43, 0, 0

Light Blue

Pantone 2708 C
RGB: 183, 203, 234
CMYK: 26, 14, 0, 0



Body Copy

Acumin Pro Bold

Acumin Pro Bold

Accumin Pro Regular

Accumin Pro Regular