Underdog Fitness
I was recently hired to help create a brand within an brand. Underdog Fitness is the newly formed strength and fitness program within the Underdog MMA training facility in Hartford, CT.
The majority of their clientele are professional or amateur mixed martial arts athletes, so the programming is designed to supplement those who put a premium on their athletic performance on the mat or in the cage.
The vibe of the gym is rough, tough, gritty with no frills. This is not your average gym full of elliptical machines or treadmills. People that come to this facility enjoy being punched in the face. Literally
The logo and identity reflect the attitude of the facility and the training methodology. Simple, rugged, effective uncompromising.
