Concept & Brand Design
BACKGROUND : Damo is a respected personal trainer in the Clapham area of London and has never needed a proper identity to his business. But with the rise in trend of group exercise classes such as CrossFit, Damo decided to take some initiative and brand.
THE IDEA : Our first meeting consisted of mood boards and brain storming, searching for a concept picking out key words like 'boot camp', 'industrial' and 'tough working'. From this the concept of 'construction & building' seemed to hit the nail on the head. Using rough textures, warning patterns and black and yellow colourings. The identity was rolled out onto stationery, diaries, t-shirts and finally a responsive website.