Element Training Club is an independently owned strength and conditioning gym in Williamsburg, Brooklyn built around an inclusive, community driven training culture. Owner Blake approached me for apparel and merch, which led to a full brand identity refresh before any product work began.
JUMP TO: BRAND IDENTITY | APPAREL | MERCH | PHYSICAL SPACE
BRAND IDENTITY
The original logo was out of step with the bespoke, welcoming energy owner Blake was building toward. He wanted something clean but approachable, structured but with softness. I worked from the existing logo as a foundation, refining it into a more considered mark that balanced the credibility a gym identity requires with the bespoke nature of the brand. A significant part of the process was also working through the hierarchy of the name itself, determining how Element, Training, and Club should relate to each other in scale and weight to create a lockup that read clearly at any size.
MARK EXPLORATION:
MERCH
Merch for Element Training Club includes two tees. The first is a retail and employee tee featuring an original illustration of the gym facade. The second is a run club tee built around the clubs New York City run club concept, featuring illustrated pigeons running on the back.
PHYSICAL SPACE
Element Training Club’s physical space called for branding that could hold up at scale, spanning up to ten feet across the building exterior, gym wall, and reception area. Work includes large format environmental branding and an entryway A frame incorporating daily programming and general gym information.
