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".
Done while at Life Time, we carefully crafted extensions of the Alpha brand—Alpha training and Alpha Showdown.
Done while at Life Time
Tom Kunau – Creative Director Todd Norum – Writer
Senior Art Director Designer Photo Art Director
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.