Award-winning Art Director Reema Trehan has designed the striking new brand identity for The Den, an athletic and community hub located in Regina, Saskatchewan.
The Challenge
The Den’s founders wanted a brand identity that could balance two seemingly opposite forces: the competitive demands of athletic performance and the sense of belonging within a community. The design needed to be bold enough to inspire athletes of all levels while remaining approachable to those seeking connection and belonging.
Reema’s Approach
Reema approached the project by focusing on her strengths in strategic thinking and visual storytelling. Drawing on her years of professional creative experience in New Delhi, Singapore, and beyond, she built a design and branding ecosystem that could adapt seamlessly across digital and physical mediums.
The result – Reema created The Den’s new brand identity using three core design elements:
- Strong Typography: Confident, bold typefaces anchor the brand with a sense of strength and discipline.
- Dynamic Patterns: Movement-inspired graphics convey rhythm and momentum, reinforcing the energy of training and growth.
- Welcoming Palette: A carefully curated color system balances grit with inclusivity, creating an environment that feels both motivating and approachable.
This approach ensures consistency across platforms and assets — from gym signage and merchandise to The Den’s website and digital channels. The result is a brand that is as adaptable as the athletes who use it.
Measurable Impact
The response to re-creating The Den’s visual brand has resulted in some impressive results. Within the first month of launching, The Den recorded over 30,000 signups – signifying that Reema’s design and branding work was making people notice.
Beyond these metrics, their new identity has elevated the perception of The Den as both a high-performance training center and a welcoming community space within their community.
Reema Trehan is an award-winning Art Director recognized for her ability to merge concept and craft with emotional storytelling. Over her career, she has worked with agencies such as McCann Erickson and MullenLowe, shaping campaigns across diverse cultural landscapes.
As profiled in AdStasher, Trehan emphasizes creating work that serves the client and resonates with audiences, rather than simply adding to her portfolio. Her global experiences and belief in storytelling as the heart of design informed her vision for The Den — resulting in an identity that captures both grit and inclusivity in equal measure.
See more of Reema’s work on her website – https://www.reematrehan.com/
ABOUT THE DEN
The Den is a premier athletic and community space based in Regina, Saskatchewan that is designed specifically to meet the demanding needs of athletes while fostering collaboration and inclusivity.
Designed to out of a clear need to provide high-quality spaces for athletes and professionals within the community, The Den welcomes athletes of all levels to train, connect, and thrive. For more information, visit thedenyqr.ca.
