Gabi’s Fitness Studio
Gabi’s Fitness Studio
Branding, Creative Direction & Launch Support
Located in Surfside, Florida, Gabi’s Fitness Studio was envisioned as a wellness space that felt elevated, warm, and community-driven rather than transactional or overly performance-focused. The objective was to create a studio experience that blended movement, lifestyle, and hospitality into one cohesive world.
From the beginning, the goal was for the brand to feel deeply rooted in the rhythm of Surfside and Miami culture while remaining approachable and personal. The direction leaned into a refined coastal aesthetic with a strong focus on atmosphere, routine, and emotional connection rather than traditional fitness branding.
Casa del Somi developed the visual identity and creative direction surrounding the launch of the studio, including logo design, emblem development, typography systems, color palette creation, Instagram page curation, and overall brand direction. The objective was to create a world that felt feminine, modern, calm, and instantly recognizable across both physical and digital touchpoints.
A lot of the visual references pulled inspiration from grainy vintage imagery, old aerobics campaigns, and the Jane Fonda era where fitness felt glamorous, confident, and sexy.
The goal was to reinterpret that nostalgic energy through a more modern and elevated lens while keeping the brand feeling warm, feminine, and culturally current.
The intention was to create a brand that felt deeply rooted in the current cultural moment while still remaining timeless. From the beginning, there was a strong desire for the studio to feel relevant to this era of wellness, lifestyle, and community-driven spaces without feeling trend-dependent. It was a direction I immediately connected with creatively and was genuinely excited to help bring to life.
Every detail was approached with the intention of making the studio feel aspirational yet welcoming. The focus was not only on creating a fitness destination, but on building a lifestyle brand people genuinely wanted to associate themselves with and return to daily.
A special shoutout to Gabi for her incredible vision and sense of style throughout the entire process. From the beginning, there was a clear understanding of the world she wanted to build and the feeling she wanted people to experience the moment they interacted with the brand. Projects like these are always incredibly inspiring to work on, and the type of creative collaboration I would choose any day.
The result was a visual identity that feels clean, emotionally driven, and culturally aligned with the evolving wellness landscape in Miami.