The PARC needed a cohesive, high-end, modern brand identity that communicated trust, purpose, longevity, and approachability. Within the medical and wellness space, offerings like infrared saunas, cold plunges, and holistic practices are not always taken seriously, nor commonly housed within a single, community-centered location. A key consideration was attracting higher-income, wellness-focused audiences and professional athletes who prioritize quality over affordability. Rooted in inclusivity, and meant to aid individuals in supporting themselves, together & through community saunas, cold plunges, pilates/yoga, cardio, strength training, and more. My role was to create a brand system that visually connects community, wellness, & holistic health into a unified experience.