I created HELFI with a couple of friends as a potential hub for all individuals and businesses interested in the health and fitness industry. The main goal is to encourage everyone to pursue a helfi (healthy and fit) lifestyle with ease, utilizing the tools provided by HELFI. I created the name, brand, logo and direction. Alaa provided great support in finalizing and creating layouts for the marketing and advertising material. Maryanne created the 3D designs using Google SketchUp. HELFI consists of both an expo that will include everyone from fitness equipment suppliers to personal trainers, and a website with a directory for everyone mentioned above. Unfortunately the plan to launch in the Jordanian market in 2017 didn’t work out as intended, so I am looking into an alternative opportunity to bring this to life.