Introducing a smarter, more considered approach to boutique fitness in New York City, Sweat Spot brings ease and flexibility to an industry known for rigidity.
brand identity
Designed as a resale platform for fitness classes, Sweat Spot allows members to pass along spots they can no longer attend—eliminating cancellation fees while creating access for someone else. The concept reframes the transactional nature of fitness into something more thoughtful, community-minded, and modern.
We created a brand that feels elevated yet approachable, borrowing cues from hospitality rather than high-intensity performance culture. Clean, refined, and intentionally warm, the identity positions Sweat Spot as a new kind of wellness destination. One that values flexibility, fairness, and a more human way of showing up.
" The process was smooth, collaborative, and the final result is a brand we’re truly proud of."
Working with Madi on our branding was incredible. We didn’t give her much to work with, but she brought our vision to life in a way that exceeded all expectations. I especially loved how she explained the reasoning behind every detail, every choice felt thoughtful and intentional. The process was smooth, collaborative, and the final result is a brand we’re truly proud of.
- Dani, Co-Founder