LAURA ÁNGEL
BASE is a semi-private personal training studio in Culver City, CA founded by two trainers who believed fitness should be built around community, accountability and genuine support. I led the visual identity from concept through launch, shaping a studio that now lives fully in its space.
Goal
Sanam and Macty needed a visual identity that could carry a small, community-driven studio across every touchpoint. The goal was to translate the warmth, strength and community they cared about into something simple, confident, and cohesive enough to feel like a real brand from day one.
SolutionA visual identity that is simple but intentional. The custom logotype evokes movement and is strong enough to stand on its own as the "base" of the identity, whether painted large across the storefront or scaled to the icon of their training app. Typographic treatments anchor the graphic system, from a flexible logo lockup carrying the tagline, to larger type that expresses the brand's values. BASE green became the primary color, bringing an energetic, positive feeling that makes the brand instantly recognizable. Because every application draws from this same small set of elements, from the website to social, merch, and the workout templates clients train with each day, a brand-new studio reads as one that has been here all along.
Scope of WorkVisual Identity: Logotype, Color Palette, Typography System, Graphic System.
Photo Art Direction
Brand
Guidelines
Web Design
Social Media Templates
Merch Design
Branded Program Templates
CreditsDesign: Laura Ángel
Studio: Independent
Year: 2025–2026
Brand Strategy & Copywriting: Anna Hartwick
Brand Photography: Denise Dorado
Building Photography: Laura Ángel
Motion Design: Laura Ángel
Case Study: Written and designed by Laura Ángel.