CREATING AN ATHLETIC BRAND
Unified Theory applied the findings from the brand strategy workshop to create a simple and authentic brand from the ground up. A primary goal of the was to establish the company as a trusted, approachable and practical brand — not just another addition to the already flooded market of competitive health and fitness brands.
DEFINITIVE DEVICES
Referencing the diagonal letterforms of the 'X', we created a graphic device with oftentimes varied configurations to help visualize the motion and energy that the brand represents.
IMAGE OF THE ATHLETE
In helping to build a genuine emotional connection to the brand, we established a direction of sourced imagery exhibiting athletes caught in the moment, actively engaged with natural postures. As an aspirational, ever-evolving brand, this athletic-specific imagery instills a feeling of forward progress and human achievement.
