Identity system
Wordmark, monogram, color palette and a modular grid that scales from a class card to a storefront sign.
Studio concept · Tempo Row
A brand with the rhythm of the class
A full identity and launch toolkit for an indoor rowing studio opening its second Austin location.
- Brand
- Tempo Row
- Sector
- Boutique fitness studios
- Location
- Austin, Texas
Tempo Row is a fictional brand. This studio concept shows how Egoryx would approach a real brief like it; it is not client work and reports no results.
The challenge
Where they are stuck.
Tempo Row runs small-group rowing classes set to live DJ sets. The first studio grew by word of mouth, with a logo made in an afternoon and social posts designed one at a time.
With a second location opening, the founders need a brand that looks as energetic as the classes, works on everything from towels to app icons, and lets instructors post without a designer.
Our approach
How we would tackle it.
- 01
Find the brand in the room
We would take classes, interview instructors and members, and borrow the visual language of the studio itself: stroke rate, split times and the pull of the oar.
- 02
Build a system, not a logo
A wordmark, a stroke-based graphic device, a type pairing and a motion rule that keeps every post moving at the same tempo.
- 03
Hand over the keys
Templates and guidelines simple enough that instructors can make on-brand posts from a phone in minutes.
What we would build
The pieces that do the work.
Motion rules
Timing and easing tied to a 28 strokes-per-minute pace, so animations feel like the class.
Social template kit
Editable templates for class drops, instructor spotlights and milestones, with clear do and don't examples.
Opening campaign
A launch plan for the new location: founding member offer, local creator partnerships and a paid social test plan.
Deliverables
What the team walks away with.
- Brand strategy
- Logo and identity
- Brand guidelines
- Motion principles
- Social template kit
- Launch campaign plan
What we would measure after launch
- Founding member sign-ups
- Intro class bookings by channel
- Share of posts made in-house
- Brand recall in member surveys
Have an idea? Let's build what's next.
Tell us where you want to go. You will get honest advice, a clear plan and a fixed scope before any work begins.