Alpha Branding

Logo, Environment, Print, Photo Art Direction

2011

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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. 

 

 

Agency

Done while at Life Time

Team

Tom Kunau – Creative Director
Todd Norum – Writer

My Role

Senior Art Director
Designer
Photo Art Director

Logo Development

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. 
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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. 
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Print Collateral

Multiple die-cuts add impact for in-club collateral promoting Alpha Training classes and the Showdown event.
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