Weight lifting has a reputation problem. And Racked, a network of group strength training studios, isn’t having it.

As the anti-gym-bro lifting spot, Racked throws the doors open to everyone the fitness world has overlooked and intimidated for decades. Because who said lifting had to be so serious?

I brought the brand's positioning and verbal identity to life, defining a tone of voice and writing guidelines that strip away the ego, ditch the gatekeeping, and make room for the genuine joy of getting strong.