LivEnhanced (AUS)

CLIENT: CrossFit 565 (Re-brand/Re-launch)

BRIEF: The owner of CrossFit 565 reached out to me three years after initially creating the logo for his gym in Melbourne, Australia.

The client was looking to re-brand his gym and launch a fitness lifestyle apparel line in the same name.

"The new brand is going to be called Liv Enhanced and the brand concept/message is "The quality of your lifestyle is determined by the quality of your health & fitness"...leaving out the "e" and using the "E" at the start of enhanced makes it easy enough to understand and will also allow unique design concepts for the brand."

For the logotype, the client wanted a text or font that "flowed," and wasn't just standalone letters.

I started with an italic font to allude to the "enhanced," fitness nature of the brand. From there, I manipulated some letters and eliminated kerns to create a logotype where the letters appeared to flow into on another.

The Progression

Concept 1

Concept 2

For this concept I proposed a stylized, upward pointing arrow for the brand icon. I wanted to present at least one concept that did not utilize an obvious "L + E" icon (think Lululemon or Nike).

Concept 3

Final Logotype & Icon

The final designs utilize CrossFit 565's current "mint" color scheme. The usage of these colors will help to ease the transition of the re-brand by offering familiarity through color.

Sample T-shirt Mockup

Sample T-shirt Mockup 2