Daily Cali is a dedicated calisthenics community built on expert coaching and an accessible approach to movement. As the brand continued to grow, we were brought on to refine and elevate its identity.

We developed a new branding system including a modular logo suite and graphic language designed to be flexible and expressive across both digital and physical applications. This extended into a full uniform development process, where we designed custom fitted apparel for coaches and team members. This involved fabric sourcing, fit development, sampling, and direct liaison with factories through production, ensuring each piece met both functional and aesthetic requirements. The new branding was then applied across the merchandise to create a cohesive and elevated identity in studio and beyond.

Alongside the branding and uniform development, we also shaped the broader art direction for the brand, introducing a refined visual aesthetic to support its continued growth and evolution. This included ongoing photography, videography, social media strategy, and graphic design, creating a consistent and considered visual presence across all platforms. Through this holistic approach, we ensure Daily Cali feels cohesive, modern, and reflective of its community and progression.