The Challenge

Buzz Lagree offers a high-intensity, low-impact workout that builds deep strength and endurance. It’s challenging by design—but the founder knew that for people to truly show up, they needed a space that felt calm, safe, and supportive. The brand had to reflect that balance: tough but welcoming, elevated but not intimidating. It also needed to feel unmistakably Colorado—connected to the landscape, the lifestyle, and the many ways locals use fitness to fuel their lives outside the studio.

The Approach

The brand mark holds strength and softness in equal measure. Inspired by Colorado’s rugged peaks, it reflects not just the landscape, but the mindset of the Buzz Lagree community—people who train hard indoors so they can live fully outdoors, whether it’s trail running, skiing, or climbing. The wide, grounded triangle symbolizes stability, resilience, and upward growth. Its base forms a subtle heart rate line—a nod to the intensity of each session and the energy pulsing through every class. With softened edges and a hand-drawn texture, the form is intentionally imperfect—evoking motion, presence, and the rhythm of progress over perfection.

The Result

The final identity is minimal, meaningful, and unmistakably grounded. It supports the studio’s mission to build resilience and strength in a supportive, encouraging space—and gives Buzz Lagree a visual language that feels as calm and capable as the workouts themselves. Designed to scale with the studio as it grows, the brand is built on a solid foundation—just like the work happening inside.