Role: Art Direction and Design

Brief: A new Cross Fit gym is opening and has requested a complete visual identity and website concept. Being a bit of an adrenaline nut, he wanted an intense look to coincide with the type of workout the gym will offer. He wanted the brand to be built off the unique exercises cross fit offers, while demonstrating the strength gained from the training.

Solution: The Better Body Cross fit logo uses a bold, distressed typeface and heavyweight icon which grabs the audience attention. Altering intense color bursts are used through out desaturated imagery to further a intense effect. The unique exercises this gym offers is is used everywhere highlighting the strength and endurance you will gain with this training. Much like the workouts, the imagery is dramatic, explosive, and intense.