That Life Fitness is a personal training service that is specially-tailored to fit their client's needs & goals by bringing the workout & equipment to them, in their preferred workout environment based on their comfort level–whether it be in their home, their backyard, or at a park.
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ABOUT
black-owned
oakland-based
small local biz
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SERVICES
visual identity
web design
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CREATIVE TEAM
celïne lota
art director
graphic designer
anya leeds
photographer
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TIMELINE
3 months
OBJECTIVE //
My client Greg Howard was a personal trainer at 24 Hour Fitness, but was laid off in the midst of the 2020 COVID-19 facility shutdowns– he grew restless from lack of work & set out to open his own personal training business. We joined forces to develop a brand & some collateral to set him up for success when time came to launch That Life Fitness.
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LOOK & FEEL
Together, we developed a visual identity system that featured strong, but inviting graphic elements featuring an eye-catching logo, bold color palette, a dynamic font pairing, stylized illustrations based on hip hop & urban culture, while also deriving symbolism from African culture.
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DELIVERABLES
- visual identity system
- website w/ online shop
- promo flyers
- client workout guide
- business cards
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REFLECTION
In times of uncertainty & what feels like impending chaos & doom, we often just need to take a breath, gather our bearings, see what we have to work with, & lean on community & support for the strength & the resilience to keep going & overcome life's challenges. We either choose to sink or rise above, & though resilience is a shining quality to possess, it does in fact, get exhausting. Through this process of coming together to create something people can believe in & strive for, it gave both of us hope in putting our energy into things we can control versus the things we can't.
