Revive + Reform is a strategic branding and concept development project created collaboratively with Regina Vargasova, Selina Pfeil, Leonie Hohberger, and Lara Selina Cirak.
The project aimed to position a premium fitness brand for ambitious professionals in Munich, using behavior psychology, SMART frameworks, segmentation, and communication strategy.
My contributions focused on research, concept structure, UX thinking, brand messaging, and presentation development.
01 — Challenge
The goal was to define a premium and trustworthy brand identity in a competitive market, while aligning the value proposition with ambitious professionals seeking expertise, quality, and personal growth.
Key challenges
Creating a premium, emotionally-driven brand position
Aligning brand psychology with motivation, commitment, and lifestyle
Identifying customer segments and defining their decision drivers
Structuring a strategy linking insight → brand story → offering
Building a concept merging psychology, communication, and strategic development
02 — Process/Research
Our research focused on understanding the target audience, validating market needs, and building a clear strategic backbone.
Research steps included
Developing measurable SMART goals for brand growth & engagement
Creating a Golden Circle (What / How / Why) for brand clarity
Running a competitive benchmark of premium Munich studios
Segmenting the audience and building key personas
Mapping the customer journey from awareness to advocacy
Outcome
A complete strategic foundation that guided the brand direction, messaging, and touchpoints.
03 — Design System
Although not a visual-identity-heavy project, we developed a clear strategic communication structure.
Strategic components delivered
Core message pillars (What / How / Why)
Verbal identity: tone (competent, motivating, growth-driven)
Color psychology & communication tone
Campaign communication funnel (Hook → Story → Offer)
Internal touchpoint mapping for brand consistency
04 — Outcome & Learnings
Outcome
Built a complete strategic roadmap for brand growth using SMART goals & segmentation
Developed a research-backed foundation for marketing, communication, and experience design
Produced a cohesive brand concept aligned with premium positioning
Learnings
Strengthened cross-functional teamwork in strategic concept development
Improved ability to simplify and visually communicate complex psychological frameworks
Learned to merge strategy, communication, and user psychology into a unified brand direction
