Branding, Graphic Design, Digital Illustration, Wordpress, HTML
Founders HIIT & Strength Club is a national gym brand with a mission of bringing the fitness back to basics through high intensity interval training.
In designing the Founders brand, I wanted to mirror their mission of creating a fundamentally based, supportive, inspiring fitness experience and environment, while establishing an image able to stand up and compete with other well-known brands.
In order to accomplish this, I focused on using angled shapes, vibrant colors, and hidden symbolism. By merging the basic shape of a dumbbell, with the letter "F", I was able to create a duel-meaning icon. I set the logo at a forward leaning tilt, to represent forward movement and progress - the thing that the Founders' demographic is striving for in fitness and health.
Since launching the brand refresh, membership has nearly doubled, and new franchise locations have been popping up around the nation.