Rowan Performance Coaching, founded by Lynda Rowan, offers personalized, holistic athletic training designed to empower women—particularly older athletes—through endurance coaching, triathlon training, and related programs.

To capture the uplifting and inspiring nature of Lynda’s mission, I developed a brand identity that feels both human and strong. A bold, hand-lettered font adds a personal, approachable touch, while a modern secondary typeface provides balance and structure. The color palette is feminine without being over the top, reinforcing confidence and energy.

Custom silhouette illustrations highlight the different areas of focus, allowing women to see themselves reflected in the program and envision their own potential within the brand.