The Project
Client: End the Fight to Get Fit
Deliverables: branding / logo design
The Ask: Create a brand identity for a health & fitness company whose focus is removing barriers to eating well and exercising so its members can achieve wellness in a way that works for them, not against them.
The Results
This bold and energetic design system inspires confidence and positivity. The logo mark combines triangles to form a square, illustrating the holistic balance that members achieve when following the End the Fight program, while the X formed in the negative space alludes to putting a stop to fighting for wellness. With a suite of assets in the toolkit, this client was set to scale their business with online courses, books, coaching, and membership spaces that allow them to cater to a growing number of clients at every level of experience.
Everyday Superhero Program Brand
This logo suite was for a sub-branded program called Everyday Superheroes. This program is for clients looking for a more intensive exercise routine and coaching. It needed to stay in line with the overall End the Fight brand, leveraging the brand's colors and X motif. I created a badge style logo, inspired by superhero logos that you'd see sported across those characters' chests while breaking up the X shape to create a forward-pointing arrow, signifying the program's goal to help members looking to reach the next level in their fitness journey.
Mood Board
I drew inspiration from superhero motifs, exercise equipment, and bold, energetic colors to develop this design. The circular shape inspires cohesion, a cornerstone of the holistic approach of the End the Fight brand while alluding to superhero logos such as the X-Men and Avengers. The electric green and intense blue and black invoke energy and motivation, while also serving to bring in the overall brand equity.
Process
These concepts were developed as part of the process before landing on the final design. Concept 01 was a personal favorite, but it hit a little too on the nose with the kettlebell shape. Concepts 02 and 03 fit the bill for a superhero-inspired badge, but ultimately weren't distinct enough and felt too close to the overall brand.
