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 help launch the program nationwide.

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ROLE

Designer 
Associate Creative Director

TEAM

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

YEAR

2011-2012

Identity Process

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. 

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Solidifying the Visual System

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

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Final Logo 

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

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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.

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Print collateral

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

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Pitch Book

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. 

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