Based on the highly successful pilot event TEAM Bootcamp Alpha Showdown, a new national- level program was rolled out across Life Time clubs simply called "Alpha".
Design Photo Art Direction
Logo Environment Print
Done while at Life Time
Tom Kunau – Creative Director Todd Norum – Writer
Logomark concepts focused on various abstractions of the "A" letterform. We knew brand extensions such as trainer uniforms, weights, training equipment, signage, event apparel, etc would benefit from a strong symbol.
photo art direction
The Alpha event takes participants through a rigorus field of challenges testing the bodies core energy systems—requiring a raw strength, proper form and extreme cardio conditioning. Event imagery captured the increased intensity, emotion and pain participants experience as they move through the event stages.
Multiple die-cuts add impact for in-club collateral promoting Alpha Training classes and the Showdown event.