Built Strong Branding

Built Strong was founded with the aim of creating a boutique fitness experience that helps individuals achieve their fitness goals. The client wanted a brand that reflected an "industrial chic" aesthetic, conveying the idea that hard work can be both elegant and custom-tailored. To create the brand identity, we started with different hand-drawn concepts to establish the look and feel. Mood boards were also used to establish the color palette and other design elements. The final design is a combination of the letters B and S, representing a cohesive and comprehensive approach to fitness. Despite the challenge of addressing the elephant in the room with the word mark being "BS," we embraced the challenge and leaned into the idea. We even had a neon sign created that reads "This is BS," which has become an inside joke for gym attendees and adds to the overall vibe the client wanted to create. I am thrilled to have been a part of creating the brand identity for Built Strong, and I am proud to have contributed to the success of this boutique fitness experience. The resulting design effectively communicates the message that hard work can be elegant and tailored to each individual's unique needs.