PumpLab is an Australian gym apparel brand combining performance wear with a raw, street-inspired identity. We developed a cohesive brand and digital presence designed to capture the attitude of PumpLab while creating a stronger and more recognisable position within the gym apparel space. The project brought together brand identity, website design, and social media creative, establishing a bold visual system that feels distinctive, consistent, and built to connect with a younger, style driven fitness audience.