For this brief I had a discussion with the client and gained vast amount of knowledge around his subject matter, how he trains and what he wants to portray with his business.
I have produced a slick and professional identity which has the subliminal messages of countless traits i the personal training business. The most prominent one which has been the base of my design is a natural heart beat and over coming the mountain. The mountain connotes to the obstacles you have to overcome to become physically fit. There are so many variables that have to come into place, from getting the motivation to get up and eating right. I wanted this design to be emotive but keeping from showing muscle bound and perfect people, this is because even though having an aspiration to get to this physical appearance in reality they only look like this in photo-shots and after a range of pharmaceutical drugs some legal and some not so.
I hope you enjoy this identity as much as I have learning and gaining from it in the future.