Ascent Fitness is a new gym facility located on the outskirts of Austin, Texas that caters to a premiere clientele that wants the most out of their gym membership: high-end equipment, personal training, physical therapy services, and spa treatments. As a Designity client, they were looking for long-term design assistance to help push out all of their branding, marketing materials, and facility signage, starting with a logo refresh. I led these initiatives as the Creative Director with a team of designers.
Creative Director (Designity)
1 month
On the left is the original logo the client had before starting with us. It was something he had gotten for an affordable price from a contractor on Fiverr. Our initial strategy session involved discussions around how he wanted this new business to appeal to clientele with a higher price point. It was essential that the new logo exuded premium quality and upscale services, akin to a gym such as Equinox.
The client wanted to see maximum creative options, so we presented 6 initial logo art concepts that stayed true to some key elements he wanted to maintain including symbolism for 'peaks' such as triangles and arrows; and incorporating both letters A and F into the design. We also some explored some new ideas including the introduction of circles to represent holistic health and wellness.
In exploring the branding and coloring, we presented 4 initial art concepts ranging from sharp and precise, to bold and strong, to tough and gritty, to luxe and minimalist. After a month of revisions and narrowing down options, we ended up with a steely blue and gray color palette that would fit beautifully in his modern industrial facility interior, coupled with a gradient to add an element of dynamic movement.
