Life Time Alpha Training

To compete with the likes of CrossFit and capitalize on the growing functional training trend, Life Time set out to create a new training program. I partnered with writer, Todd Norum to craft the voice, identity and visual language for the new program and help launch it nationwide.

Designer / Associate Creative Director

alpha_top_img

Identity process

Creating a badge of honor

It seemed as if a logomark could become a badge of honor for members; a symbol and bragging rights for an exclusive club of fitness elite. Sketching moved quickly to refinement and presentation of three "A" logomark directions. 

alpha_exploration_refinement_5

Solidifying the visual system

To help solidify foundational visual elements, the identity was extended to a number of conceptual touchpoints.

alpha_bottle_extensions_3

Master & secondary logos 

Unique letterforms make up the wordmark, which was then extended to the secondary Training and Showdown logos.  

Photography & photo art direction

We hired David Ellis to capture moments from year one of Alpha Showdown. Competitors were timed while moving through a series of stations that test their strength, technical form and endurance.

alpha_photography_group_2

Print collateral

Trainer-led. Pocket-sized.

We put collateral into the hands of trainers in-club to promote the new training program and event.

alpha_brochure_cvr_one_page_open
alpha_brochure_open

Pitch Book

Brand meets blue sky

To help generate excitement for the new program, we designed an internal-facing brand and blue sky concept book for our business partners to present to Life Time executives. 

alpha_brand_book_cvr_3

Team

Writer – Todd Norum
Creative Director – Tom Kunau
Photographer – David Ellis

Completed while at Life Time

2011/2012

© 2006 - 2018  Brian Bjerketvedt

Built using Semplice