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. 

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.