The Performance Hub – Brand Identity

For The Performance Hub, a fitness and strength centre, the brand needed to capture the energy, intensity, and determination that drive its young, vibrant demographic.
The identity is built around a bold monogram, combining the letter P with a lightning bolt—symbolizing power, speed, and unstoppable momentum.

This dynamic mark speaks directly to the gym’s audience—motivated, youthful, and ready to push limits. The raw, high-energy aesthetic resonates with a community that thrives on strength, transformation, and challenging themselves every day.

To make the identity truly come alive, I took the design off the screen and onto the gym walls, spray-painting the graphics directly onto the space. This hands-on approach adds authenticity and a sense of ownership, connecting with the audience on a deeper level and amplifying the vibrant, no-holds-barred atmosphere of the gym.