Creative direction for ASTUDIO, a dynamic new health and sport brand. I focused on shaping both the brand voice and identity, giving this youthful brand a robust presence rooted in its diverse disciplines. My work included crafting a comprehensive brand book covering brand positioning, insights, objectives, and value proposition. Also developed the brand voice, tone, and naming, and designed a cohesive visual identity with an extensive and practical design system across various disciplines. Additionally, I provided art direction for in-studio and athlete photography to enhance brand cohesion across social channels.