MISFITSTUDIO

A HEART CENTERED REBEL MOVEMENT

Misfitstudio was never destined to be another fitness brand. Born from artistry, rebellion, and profound emotional intelligence, I partnered with founder Amber Joliat in the formative stages to transform her revolutionary energy into a brand that felt raw, magnetic, and emotionally resonant.

My leadership encompassed the complete foundational identity creation, including the now-iconic anatomical heart emblem that became the rallying symbol of a movement. Drawing inspiration from anatomical studies and tattoo culture, I crafted a visual language that celebrated the human body in all its complexity and emotion, giving Misfitstudio not just an identity, but a tribal flag for a new kind of community.

The Challenge

Transcending Fitness Culture Through Authentic Expression

Amber's vision merged intuitive movement with high-performance training. The creative challenge required expressing this unique fusion of yoga, Pilates, and dance while speaking directly to artists, healers, and spiritual seekers who rejected mainstream fitness culture.

The strategic imperative was clear: create something that felt like a calling, not just a studio. A sanctuary and stage for transformation. Something deeply spiritual yet powerfully physical. The brand needed to be rooted in authentic discipline while remaining heart-led and soulful.

  • Building a Movement Through Symbolic Design

    Iconic Brand Architecture
    I developed a brand identity that honored the emotional power of movement, positioning the anatomical heart as the primary symbol of courage, presence, and deep internal awareness. This wasn't design following trends but strategic symbolism that represented the transformative journey Misfit members would experience.

    Cultural Translation and Visual Strategy
    I created a brand about profound transformation, with the heart icon serving as both mirror and map for the kind of journey Misfit invited its community to embrace. The design balanced boldness with humanity, maintaining enough edge to resonate with Toronto's Queen West creative scene while remaining accessible to seekers across experience levels.

    Comprehensive Brand Ecosystem Development
    My creative direction extended across merchandise design, studio environmental graphics, community event branding, and social media presence. Every touchpoint reinforced that this brand wasn't just experienced but lived and embodied by its community.

  • RETAIL TRACTION AND COMMUNITY BUZZ Glenn's transformed from concept to one of Ontario's most recognizable cannabis edibles brands with remarkable speed, earning recognition for its unparalleled taste and mouthfeel.

    SOCIAL CHANNELS IGNITED The distinctive ripple texture became instantly iconic, driving exceptional engagement on Instagram and through newsletters. This success disrupted the competitive landscape so significantly that rivals worked to undermine Glenn's social media presence, resulting in account takedowns. However, Glenn's community proved resilient and loyal, maintaining strong engagement and presence across multiple platform iterations, demonstrating the authentic connection between brand and audience.

    DISPENSARIES EMBRACED THE BRAND Retailers enthusiastically supported Glenn's packaging, merchandising tools, and storytelling resources. The Ripple Effect extended to community outreach, with Glenn's supporting local mom-and-pop dispensaries through complimentary product sampling for customers. Many retailers converted their Glenn's displays into permanent fixtures, testament to the brand's visual impact and sales performance.

    CREDIBILITY THROUGH STRATEGIC PARTNERSHIPS Collaborations with respected industry players like Sauce Rosin Labs and Nugz elevated Glenn's credibility while opening new market opportunities. These partnerships facilitated meaningful co-creation between craft producers, reinforcing Glenn's commitment to quality and artisanal excellence above mass market approaches.

    AUTHENTIC EXPERIENCE DELIVERED RESULTS Customers formed genuine connections with Glenn's products and brand story. The Ontario Cannabis Store featured Glenn's packaging and distinctive gummy design in both editorial content and retail showcases, achieved through organic recognition rather than promotional campaigns. The products earned their spotlight through merit alone.

    The ripple effect continues to expand.

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