The Standard Center

A new standard for workplace wellness

The Standard Center transforms an underutilized subterranean pass-through into a high-performance fitness center, reimagining what a workplace amenity can be: elevated, immersive and deeply motivating.

To bring the space to life, we introduced a layered visual language rooted in motion. Dynamic linework and movement-inspired illustrations create a sense of flow, while bold environmental messaging, dimensional lettering and neon moments infuse the experience with energy and momentum.

I developed the messaging and helped guide the creative direction in close collaboration with the design team, then led the work of bringing those ideas off the screen and into the space, navigating materials, fabrication, installation and changing site conditions alongside active construction.

Role: Senior Strategist, Copywriter & Project Lead

Developed all environmental messaging and copy, including wall graphics, dimensional lettering and neon installations
Collaborated with AD to guide creative direction and visual storytelling
Led production and fabrication, working through materials, specifications, site conditions and vendor coordination to translate designs from screen to built environment
Managed installation alongside active construction, troubleshooting changing field conditions and making real-time adjustments to keep the creative vision intact