BRAND & SQUARESPACE
Formula was built around the idea that a fitness brand can feel just as thoughtful as the spaces we spend time in. Inspired by vintage athletics, heritage details, and an elevated editorial feel, the identity blends expressive typography, warm color, and playful graphic elements to create a brand that feels energetic, welcoming, and built around community. From the brand identity to the website, every touchpoint was designed to make people excited to walk through the door.
DELIVERABLES
Logo Suite, Creative Direction, Typography, Color Palette, Squarespace Web Design
MY ROLE:
Creative Direction · Brand Identity · Web Design
AGENCY:
YEAR:
Freelance
2026
Photography by @knicolesocial
SQUARESPACE DESIGN
Designed alongside the brand identity, the Formula website carries the same elevated, energetic feel into a digital experience. Built in Squarespace with custom CSS throughout, the site balances clean layouts, thoughtful interactions, and subtle customizations to create an experience that feels polished, intuitive, and reflective of the brand.
“Truly the best experience.
I could not have asked for a more passionate and talented person to work with. I would choose Hannah’s vision and work over and over again. Studio Dixon took what was in my head and made it even better, bringing Formula's branding to life exactly as I hoped. I truly believe people are joining from the brand identity and feeling!! Forever grateful.”
— Ava