Rep Theory is a gritty, minimal, gym-first fitness and mental health brand. I developed the complete brand identity and standards, and created content for TikTok and Instagram along with t-shirt graphics. The visual tone combines calm motivation with dark, self-aware humor.
WORDMARK – A bold, minimal wordmark designed for strong legibility, supported by a diamond mark that functions as a modular brand element for layouts, icons, and apparel.
A set of gym-first social templates for Rep Theory, built to keep the brand consistent across TikTok and Instagram. The system pairs gritty photography with minimal type and a consistent layout structure.
Mobile-first hierarchy and legibility
Consistent font usage and spacing rules across posts
Repeatable lockups using the diamond mark as a brand anchor
Merchandise tee concepts for Rep Theory, designed as bold, minimal graphics with dry gym humor. Each piece uses a clear front/back layout for readability at distance and is built to translate cleanly to print for apparel.
