Portland Team Fitness Rebrand

Local personal training studio Portland Team Fitness received far more than a refreshed look when they partnered with Watson Creative. The collaboration became an opportunity to articulate—and elevate—the studio’s distinct philosophy of personal fitness.

Watson Creative’s work extended well beyond visuals. The team immersed themselves in the studio’s story, developing a brand expression that reflects its dynamic energy. That included a new color system designed to amplify the high-intensity, high-personality environment envisioned by founder Alayne Rowan.

“Alayne is far from the normal trainer,” said Matt Watson, co-founder and creative director of Watson Creative. “She has vision, relentless ambition, and an infectious personality that inspires her clients. That’s why we designed the studio’s identity around explosive patterns and bold, fun colors.”

Rowan echoed the impact of this transformation. “Watson Creative has brought a simple, clean, versatile visual representation to an incredibly complex idea,” she said. “Their work has allowed me to think beyond Portland and realize that what I offer is truly unique in the fitness industry—and that it is a brand. They have positioned Portland Team Fitness for greater success and helped it visually stand out.”

As part of the engagement, Watson Creative also produced a brand video—one that sparked an emotional response from Rowan.

“When we unveiled the first cut, Alayne was shockingly silent, and then in tears… of joy!” said Watson. “A small business owner’s brand is like their baby. Entrusting someone to shape its aesthetic and mission requires deep confidence. It’s a privilege we don’t take lightly.”

The outcome was a brand experience that captured the studio’s spirit with clarity, personality, and momentum.

Watch the Portland Team Fitness brand video: vimeo.com