Femme Fitale

Graphic Design

When Booty Camp Fitness launched Femme Fitale, a sister venture built specifically around kickboxing and MMA conditioning, I was tasked with creating a style guide comprised of many graphic elements that would set it distinctly apart from the Booty Camp brand while maintaining a similar friendly, female-oriented look.

Starting with a slightly less saturated colour palette, I coupled rougher textures & patterns with stark, sleek typography for a look that conveyed the toughness of MMA in a more open and inviting way than the gruff, testosterone-driven imagery typically associated with the sport. This design style was then extended to posters, business cards, trade displays, a car wrap, etc. as well as the brand's website.