Brand identity and art direction for Powerpark, a training center that celebrates and promotes functional fitness by introducing athletes of all levels to the growing sports of Ninja Warrior and Obstacle Course Racing.
Brand Identity + Visual Design + Art Direction + Copywriting + Photography
Initial investigations and research. (Coming Soon)
What started with Vance Yarter's inability to complete a simple rope climb and a dream of being able to compete on NBC's American Ninja Warrior, led to the opening of training facility Powerpark Fitness back in 2013. Since then, the family-owned park has contined to expand its assortment of indoor and outdoor obstacles, while drawing more and more athletes and curious fitness enthusiasts.
To accommodate the park's growing popularity and acceptance of all fitness levels, I developed a bright and energetic identity that is reflective of its exciting atmosphere. By using positive calls to action amidst bold colors and typography, I established a system that can be used over many platforms, including digital touchpoints, signage, and merchandise.
NOTE ON IDENTITY
After doing some research into similar fitness centers around the United States, I discovered that most have little brand presence, and it seems many rely on the obstacles themselves to attract attention. This further inspired me to develop a strong and consistent system that focuses on positivity and imagination when approaching such an intimidating sport. In addition, I changed the park's name to simply Powerpark.
NOTE ON THE BRANDMARK
I wanted to pay subtle homage to the Japanese origin of Ninja Warrior, and found that the brandmark was the perfect place to do so. The result is a clean mark that was inspired by vintage stamp seals and Japanese symbols.
NOTE ON PHOTOGRAPHY
The photography has a focus on line, perspective, and abstraction. The purpose is to get the viewer's imagination working and thinking about the different angles one could approach an obstacle in order to complete it.
NOTE ON BRAND VOICE
The focus is to highlight Powerpark's mission of helping anyone conquer their goals, no matter what the fitness level.
NOTE ON THE FINISH LINE
The finish line not only marks the end of the 1.5 mile outdoor course, but is also a great spot for a quick photo op!
NOTE ON WEB AND SOCIAL MEDIA
Straightforward web and social media design ensures that new and returning athletes have all the info and motivation they need for their trip to the park.
NOTE ON ADVERTISING AND MERCH
Advertising and merchandise such as Power Passes focus on positive action for individual athletes, while also promoting fitness as a community.
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