Minimalistic + Beachy | BossFit

BRAND IDENTITY

BossFit needed a rebrand for their newly redesigned gym.  They wanted it to feel global while still having a soft, contrast to represent their tight knit-community. How do we combine all these elements while still keeping it super simple and not cheesy? 

PROBLEM:

1. Wanted it to look simple but not like Arial - too simple

2. Incorporate the beach but not in a cheesy way 

SOLUTION:

1. We created a sun to play on the beach, but also touch on the idea of circle, community, continual growth

2. We used a clean font but one with personality - it’s so subtle - an outside eye might not be able to identify what it is exactly, but they will feel something different when they look at it