Spring 2020, Freelance
Apparel-Focused Brand Design, 6 Week Deadline
Principal Type: Cervo Neue Bold, Union Condensed
Brand Identity Work for Adelante Barbell Club, a private powerlifting gym hoping to achieve national reach with a strongly apparel-focused brand redesign.
(Continued partnership, see my previous work with them here)
The challenge was to create a brand identity that covered the basics of web, social media, and print, while also giving longevity and an opportunity for further creative use in apparel and accessory sales.
Stepping away from the far-reaching challenges, the most important question I found was: How do I convey a "clean" newcomer athleisure brand that should look like it punches up with the heavyweights, while keeping the powerlifting attitude and edge from their previous skull designs, and making a snappy logomark for a brand whose initials are literally "ABC"?
It's an acronym that people will subliminally not equate as an acronym. They'll think about the first three letters of the alphabet before they think about what it stands for unless you do it right with the logomark.
Below: weekly process updates with heavy input/feedback from client
Below: unused alternates
