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 popularity of such fades as CrossFit he decided to take some initiative. 

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 website.