Evolution Fitness
A boutique personal training gym was looking to break away from its regular clientele of wealthy retirees and create a brand that would appeal to fitness influencers, millennials and gen z.
THE PROCESS
The client aimed to transcend their role as just a gym or personal training business. They wanted to make a mark in the fitness apparel and supplement markets while appealing to a younger audience, with social media as the linchpin of their strategy.
I delved into competitor brands like Alphalete and LVFT, drawing inspiration from the owner’s drive to surpass previous limits, both personally and professionally. This core concept of evolving and improving was fundamental to fitness and sparked a creative direction for the new logo.
I distilled this idea into a logo mark using the mathematical symbol for “greater than.” The monochromatic palette and textured elements were intentionally chosen to reflect the rugged, authentic feel of CrossFit gyms, capturing the essence of progress and endurance.
