TRU 105°
I built the entire TRU 105° brand in 30 days — from logo and voice to system integration and studio layout. I created the full identity, wrote and executed the launch campaign, built the class scheduling system from scratch, and trained their internal team. We sold out presale packages before opening, integrated two businesses into one backend, and won Best Yoga Studio in Mobile just four months after launch. I still manage the system today.
Category: Full-Scale Brand Build & Launch
Timeline: ~45 days
Scope: Brand Identity, Studio Design, UX Systems, Web, Copy, Launch Strategy
Ongoing: Studio system + ops manager
Collaborators: External marketing team (Henderson, NV), local leadership
Result: Pre-sale success, system integration, Best Yoga Studio in Mobile (2024 Nappie Award)
The Setup
TRU 105° had a name, a space, and a deadline — that’s it. No brand, no tech, no studio colors picked, no internal roles filled. They were racing toward launch and needed a full identity, operational system, marketing, and public presence built from scratch in under 45 days.
The Challenge
This wasn’t just “build a brand.”
It was build the whole machine — fast, collaboratively, and under pressure.
Everything was a moving target:
- Studio not fully built
- Scheduling system undecided
- Marketing deadlines active
- No internal team for social or brand communication
Meanwhile, they needed to sell presale packages and get instructors onboarded — all before anyone could even walk through the doors.
My Role
I ran the full buildout.
Here’s what that looked like:
- Developed the entire brand identity: logo, typography, voice, color palette
- Built the customer scheduling system from scratch — integrated two separate businesses into one backend
- Created a visual tone and designed the studio environment, including wall colors, visual flow, room capacity
- Wrote all marketing copy, social campaigns, open house messaging, and launch ads
- Recruited and onboarded an internal social media intern for day-to-day digital content
- Built the initial landing page, coordinated SEO and development handoff with an external team in Nevada
- Managed internal work sessions, live site content, and customer-facing updates
The entire thing was a back-and-forth race against time, where I acted as strategist, builder, creative director, tech lead, and operations consultant.
Creative Direction
The brand was built around one line:
Find Your Fire.
It needed to feel strong, warm, intentional, and clean — not gimmicky or overly spiritual.
We crafted a voice that reflected discipline and self-growth, not just stretch quotes and yoga clichés.
Visual language pulled from heat gradients, soft neutrals, and grounded fonts.
The interior brand reflected that — warm but focused, clean but alive.
Deliverables
- Full brand system (logo suite, color palette, type)
- Scheduling platform setup and launch
- Presale and open house campaign copy + digital graphics
- Studio color and interior experience consultation
- Instructor onboarding tools
- SEO site copy (collaborated with dev/SEO team)
- Landing page + build handoff
- Internal team training
- Intern hire and creative onboarding
- System integration for multiple business streams
- Post-launch system management (ongoing)
Outcome
- Presale packages sold pre-launch
- System was live on day one — no errors, no breakdown
- Instructors registered + promoted through branded graphics
- Social was running in-house with intern support I helped set up
- TRU 105° was named Best Yoga Studio in Mobile within 4 months (Nappie Awards, 2024)
Reflection
This wasn’t a clean linear build — it was a real-time grind.
Every day came with changes, approvals, edits, tech surprises, and last-minute pivots.
But that’s how real brands get built. In motion. In partnership. In the fire.
I didn’t just help TRU launch — I stayed in the system.
Still managing backend operations. Still helping optimize how the studio moves.
The brand we built didn’t just survive the launch window —
It won the whole city.
