Fiture is a Chinese interactive fitness company that was seeking to expand into the US market. With an almost 100% market share in China but a late start in the crowded American fitness space Fiture sought to aggressively expand its team in the United States to take on the likes of Peloton, Lululemon Studio, and Tonal.

As the Art Director in Fiture's Creative Lab Idirected and designed the roll-out of iture’s new visual identity across all channels including digital, paid & organic social marketing, CRM, eComm, OOH and retail.


Art Director


Define and ensure consistent execution of the vision for Fiture US across all verticals

Brand Design, Marketing Design, eComm, CRM, Motion Design, Social Media

The challenge

In February 2022, Fiture launched in the US, adopting a visual identity heavily influenced by its Chinese parent company. However, the brand struggled to gain traction, in part, due to its unremarkable appearance, in contrast to more established connected fitness brands like Peloton, Lululemon Studio (formerly Mirror), and Tonal.

In preparation for the critical holiday season, the marketing team sought to revitalize the brand, leading to the hiring of an external agency. My role was to take the new visual design and strategy developed by the agency and expand it across all of Fiture's touchpoints.

The new visual identity

Design in Figma 🚀 Developed in Webflow
© 2022


✌️ Be Safe