Brand Identity for Private Gym
ADELANTE 2020
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.
We collaborated on 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.
Challenge 1: Convey a "clean" newcomer athleisure brand that punches up with the heavyweights, while keeping the powerlifting attitude and edge from their previous skull designs.
Challenge 2: Create an ABC Monogram. Most people think of the first three letters of the alphabet when they see "ABC," not the initials of a company.
Below: Weekly Process Updates for the client
