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 Norem to help launch the program nationwide.
Associate Creative Director
Writer – Todd Norem
Creative Director – Tom Kunau
Photographer – David Ellis
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 various "A" logomark directions.
Solidifying the Visual System
To help solidify foundational visual elements, the identity was extended to a number of conceptual touchpoints.
The typographic structure of the final Alpha wordmark speaks to stability, strength and fluidity.
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.
We put collateral into the hands of trainers in-club to promote the new training program and event.
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.