Loading pageLoading pageLoading pageIvie Athletica gave the founder one identity for personal training, group classes, merchandise, retreats, and the physical studio the business later grew into.
Asha had built a strong reputation as a personal trainer, but the next version of the business needed to support more than one person. She wanted room for a physical studio, a team, group classes, retreats, merchandise, and a wider community. Continuing under her personal name would have made every new offer feel tied to her alone.
The name Ivie Athletica moved the brand away from a single founder identity and toward a movement club people could belong to. The distinctive spelling made the name easier to separate from the crowded university and fitness results attached to Ivy, while Athletica gave the business a broader platform for training, classes, events, and future locations.
The identity needed to connect with both women and men without becoming cold or generic. Mediterranean references, Olympic movement culture, neutral tones, and editorial layouts created a system that felt grounded, disciplined, and inviting. Food, fitness, and community became the wider pillars behind the brand.
“Jaia Studio completely transformed my brand and made the whole process so seamless. At the same time, she helped me define my brand voice and keep it authentic to me.”
Tell us what has changed and what is no longer working. We will tell you whether the project should begin with strategy, branding, or a full brand and website.