Starting your own fitness studio can be an overwhelming venture. Ashley Selman is passionate about helping independent trainers and studio owners across the country build successful businesses. She draws on her own personal experiences running a successful studio for the past 10 years. Achieving this success is due in large part to her independent, maverick attitude. She asked me to create an identity that captured this characteristic. The logotype is hand-lettered in a modern, calllgraphic style.