Lexi Rodriguez

• Brand Development
• Website Design
• Social Media Curation
• Marketing Materials
• Photography

Lexi Rodriguez is a multi disciplinary fitness instructor, life coach, and influencer. She was in search of a personal brand and website to encompass all that she does. Lexi’s main source of income at the moment is fitness, however, she has plans of expanding into, wellness, meditation, and life coaching. With her expansion and diversification in mind I wanted to create something that encompassed her goals but did not box her into a specific category, knowing she would want her brand to expand with her as she continued to develop. The tagline that I thought best represented her was, “elevating well being from sun up to sun down,” as her hard work and dedication to her craft has her literally living these words. The visual representation of this was a three tiered sun in different phases from sunrise to midday to sun down. This visual representation allowed Lexi’s medium to change but her visual system would be able to stay the same and encompass all that she does. I then built out the system with swaths of clean white space and abstract desert scapes as a nod to her youth in Arizona.