CLIENT
Coastal Edge Lagree

ROLE
POSITIONING
VISUAL IDENTITY
ART DIRECTION 

WHERE STRENGTH MEETS THE SHORE.

Coastal Edge Lagree is a woman-owned boutique Lagree studio in Dana Point, built on the belief that a serious workout and a welcoming room aren't mutually exclusive. Boutique fitness branding tends to pick a lane, either clinical and performance-obsessed or soft and wellness-adjacent, and neither one told the truth about this studio. My objective was to build an identity that could hold the intensity of the method and the ease of the coast in the same frame, rooted specifically in Dana Point rather than in generic California shorthand. I developed the positioning, logo suite, color system, typography, graphic elements, and art direction across social, print, and in-studio touchpoints.

The essence of the brand is duality, the same duality that lives inside Lagree itself: slow, controlled movement that produces relentless results. That tension shapes every decision. The palette pulls directly from the coastline, moving from coconut and sun-warmed sand into deep Pacific blues, so the brand reads calm at a glance and strong on closer inspection. Inter Tight carries the structure and discipline while Mauline softens the edges, and hand-drawn shells, coral, and wave marks add a collected, almost archival warmth that keeps the system from feeling like a gym. The result is a brand that looks like the view from the studio and feels like the work happening inside it.