Juma Fit

Juma, an inclusive treadmill studio based out of New Jersey, needed a new name and complete overhaul of their existing brand identity. La Visual came up with the name based on the language of the Tarahumara Tribe, an indigenous tribe of people in Mexico renowned for their running ability. Their inclusive and optimistic culture of community inspired our strategy to build a tribal brand that gives back.

The spiral is a universal symbol for water. Juma donates to charity:water with every signup. The heart is the symbol for love. We bring these together with the vibrant and diverse colors to express the Juma brand essence.