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 collaborated with writer Todd Norem to help launch the program nationwide.

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 collaborated with writer Todd Norem to help launch the program nationwide.

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 collaborated with writer Todd Norem to help launch the program nationwide.

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 collaborated with writer Todd Norem to help launch the program nationwide.

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Role

Designer 
Associate Creative Director

Team

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

Done at Life Time

2011 - 2012

Logo

I envisioned the logomark as a badge of honor for members; a symbol representing bragging rights for an exclusive club of fitness elite. Sketching moved quickly to refinement and presentation of various "A" logomark directions. 

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

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The typographic structure of the final Alpha wordmark speaks to stability, strength and fluidity. 

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Photo Art Direction
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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
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We put collateral into the hands of trainers to promote the new program and event.

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Pitch Book
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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.