A Brand to Match Their Evolution
Eduardo Orihuela had spent years coaching hundreds of driven adults to build real, multidimensional strength, but his brand didn’t reflect any of it. All-Around Fitness was a name that said, well, a whole lot of nothing. He came to us ready for a full evolution to match what he’d built: new name, new visual identity, new website. We helped him become Prismatic Strength.
What We Were Going For...
Bold and technical, not bro-y or aggressive
Multidimensional, demonstrating strength in every direction
Warm expertise that stops the scroll
“When we changed the name from All-Around Strength to Prismatic Strength, it created a more in-depth feeling to what we do, and really captured how multi-dimensional the training we offer is. It’s something I can actually be proud of. I couldn’t stop looking at the website after everything was done. There was a lot of effort put into all the little details, and it’s cool to see it presented in a way that matches what I want but couldn’t articulate.”
The logo integrates the P and S letterforms into a hexagonal prism structure, with a gradient that captures the refraction of light. It’s a visual metaphor for the brand’s core philosophy: true capability is multifaceted, built through integrated strength, mobility, and control. We developed a color palette of deep blues and warm corals, a deliberate departure from the red-and-black fitness industry standard. It feels technical yet approachable, calm yet powerful.
“Since rebranding and launching our new site, we’re getting higher quality leads coming to us. Before, we were getting a lot of people who didn’t quite understand what we do. Now, people understand our approach is about building the body’s capabilities from the ground up. That’s been the most noticeable impact I’ve seen.”
The client results page tells the transformation story better than any copy could: real people, real progress videos, real words from clients who went from locked-up lifters to athletes moving freely and confidently for life.
The About page was built around a philosophy Eduardo lives by: it’s never about him, it’s always about the client. Rather than centering Eduardo as the star of the show, we wrote the page to speak directly to the person on the other side of the screen. The coaches are introduced as a collective, each bringing their own expertise, because the right fit matters more than any single name. The identity pillars anchor the whole page, giving visitors a clear, confident sense of exactly what they’re walking into.
Everything for this brand was built around Eduardo’s five core identity pillars: Strength First, Simple Systems, Sustainable Progress, Warm Discipline, and All-Around Capability. We made sure every word and section of the site reflects the balance he strikes with every client: no-fluff expert meets warm, encouraging coach.
E-book
We also edited and designed Eduardo’s lead magnet e-book, branded to match his new identity so that, from the very first touchpoint, the Prismatic Strength experience is cohesive and unmistakable.
“The number one thing I was struggling with was clarity. Rachel was able to take everything I said that I couldn’t articulate well and put it into something I was very, very happy about. The combination of clarity, direction, and accountability were big things for me.”
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