Project
CALIFORNIA ICONIC
In 2021, California Fitness & Yoga launches its most exclusive health & wellness membership. With this luxury car, members will have priority access to all clubs nationwide, reserved parking car slot, private lockers, personal training, nutrition services & more.
We developed a branding concept based on the lifestyle of the affluent with a unique art direction to elevate the luxury positioning of this membership.
Branding concept & strategy: Steph Huyen Bui
Creative Lead & Art Director: Thuan Ly (So Do)
Copywriter: Binh Nguyen
Project type
Branding concept
Communications
Creative direction
Photography
Project detail
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261bc9cfc70dad426f30f_California-Iconic_web-layout.jpg)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c336064ea88090bfe9__27A1836.png)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c56e6bedf3a52af219__27A1705%20copy.png)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c51970e3bed543b731__27A2532.png)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c51970e3ec3343b730__27A2398.png)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c3982df940dbcd4124_Cali%20Iconic0041.png)
![](https://uploads-ssl.webflow.com/61440a52ace37cf85b4bed92/618261c380f9695f2fb781d5__27A2326.png)