Soulift began in downtown Menomonie as a multi-purpose space to bring people together through a shared love of fitness. Soulift served as a trusted meeting spot for friends as well as place to build partnerships with local consignors. Forma helped to establish their identity by developing a name, visual design, strategy, website, and the marketing collateral necessary to set them up for success, tying in their focus on their three focus areas - fitness, friendship, and shopping.