Barry’s — Global Rebrand

As Creative Lead at Barry’s during a pivotal growth phase, I directed a full-scale global rebrand—redefining the visual identity, environmental system, and brand expression across studio interiors, retail touchpoints, social, and marketing.

From concept to execution, I led the development of a cohesive visual system designed to scale rapidly as the company expanded from 10 to over 100 studios worldwide. The new identity rolled out across 14 countries and supported the acquisition of 140,000+ new members during a period of accelerated international growth.

More than a refresh, the work established a durable brand framework—one that continues to shape boutique fitness aesthetics and experiential wellness spaces today.

Creative Director: Bryant Acosta
Associate Creative Director: Margo Graxeda