Zuzana is a local fitness coach for women. Her clients talk about her as someone who brings amazing addictive, authentic energy and tremendous joy to every workout. They say she can empathize with her clients and truly help them and understand their problems. The goal was to create a brand that sets her apart from the boring and clichéd fitness competition and create something different that women could actually relate to. We created identity that conveys a feeling of confidence, vivacity, energy, familiarity, and enthusiasm. We also created human, relatable and understanding tone & voice and messaging that encourages and connects with women.