hella strong - Michelle Pais

Hella Strong Brand

Creative Direction, Branding, Visual Identity, Design

The launch of hella strong began with Tammy’s vision to grow her online presence as a fitness coach and expand her private coaching services. Her background as a mental health therapist, combined with her deep connection to the Bay Area, became central to the brand’s identity—building naturally from her existing social presence, @hella.tammy.

The brand foundation was rooted in empowering clients to live boldly, shaping both the visual identity and content strategy. The resulting system is bold, welcoming, and inclusive, featuring movement-driven design elements, an energetic color palette, and dynamic photography that highlights Tammy’s fitness expertise while creating an approachable, community-focused feel.