Club Mass

Client: Matthew Hicks Matthew is fitness expert in Boston MA, who aimed to start his fitness instruction business and studio, teaching old and new techniques to people looking to better their physical and mental health through exercise. As a former football player, and a strongman competitor (and winner,) Matthew wanted to visually represent the basis of his strength training in weight lifting in his business.

The image of a traditional kettle bell founded the basis of the aesthetic for Club Mass, and Will's biggest challenge was finding a way to make that image unique, modern, and all encompassing. Matthew's initial request, was to take two kettle bells, and put the words "C" and "M" on it, but that was just the start. Will's idea was to meld the image of a "C" and an "M" into the shape of a kettle bell, and present a variety of color variations that spoke to the professionalism Matthew was looking for.

Phase 1: Initial sketch

Phase 2: Direction

Phase 3: Silhouette and color)

Phase 4: Font and line

Phase 5: Font orientation and line

Phase 6: Variants

Will worked with Matthew through various iterations to bring this Club Mass to life. As a direct result of the brand package Will put together, Matthew has been successful in appealing and retaining clients as part of his rigorous training regiment.

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