Project OVERVIEW
Eddie Estevez is a personal trainer who is dedicated to redefining calisthenics beyond just "bodyweight" exercises.
During our collaboration, I discovered Eddie's profound passion for this versatile form of fitness, which not only builds strength but also allows for much more creativity while fostering a deep connection with one's body.
With Eddie's target audience of males aged 18-29 who are seeking a refreshing workout perspective, we aimed to craft an identity that portrayed an ethos of strength, creativity, and independence.
Since Eddie offers services of in-person and virtual training and has long-term plans of opening a gym, the branding had to be tailored for both digital and print applications.
During our collaboration, I discovered Eddie's profound passion for this versatile form of fitness, which not only builds strength but also allows for much more creativity while fostering a deep connection with one's body.
With Eddie's target audience of males aged 18-29 who are seeking a refreshing workout perspective, we aimed to craft an identity that portrayed an ethos of strength, creativity, and independence.
Since Eddie offers services of in-person and virtual training and has long-term plans of opening a gym, the branding had to be tailored for both digital and print applications.
Design Solution
Crafting the EE monogram required a delicate balance between strength and flow. Scaling down the bottom edge by a division of 1.618, also known as the Golden Ratio, echoed the visual shape of a male torso while introducing an upward growth akin to the transformative nature of calisthenics.
It's worth noting that the Ancient Greeks not only used the Golden Ratio frequently but also had a direct impact on the foundation of calisthenics.
Pairing the monogram with Korolev, a balanced sans-serif, helped to symbolize strength, and the wide variety of sizes and weights allowed for flexible use. Gently rounding the corners of the monogram and letterforms helped reduce rigidity and introduced a more aerodynamic look.
The inspiration behind the color palette was drawn from the contrasting landscapes of Venice Beach. I aimed to capture the vibrant and energetic spirit of beach workout culture amidst a blend of oceanic hues and then muted the palette to ground the colors in an urban context.
It's worth noting that the Ancient Greeks not only used the Golden Ratio frequently but also had a direct impact on the foundation of calisthenics.
Pairing the monogram with Korolev, a balanced sans-serif, helped to symbolize strength, and the wide variety of sizes and weights allowed for flexible use. Gently rounding the corners of the monogram and letterforms helped reduce rigidity and introduced a more aerodynamic look.
The inspiration behind the color palette was drawn from the contrasting landscapes of Venice Beach. I aimed to capture the vibrant and energetic spirit of beach workout culture amidst a blend of oceanic hues and then muted the palette to ground the colors in an urban context.
