A brand specifically targeting the ERG market with room for sub-brands.
Carey wanted a brand that tailored ERG programming, turning weakness into strength, boosting aerobic capacity and helping you achieve your personal fitness goals.
After chatting with Carey, he wanted something that was inspired by the CrossFit Games and the raw and ruggedness of working out in a warehouse style environment. As the CrossFit industry are the primary audience that use various Erg machines outside of indoor rowers.
We went with the a slightly grunge texture on the typeface to illustrate that rawness/warehouse vibe that most of the crossfit industry have over other more commercial gyms. Also lets face it, if you’re working out to your max you aren’t going to be looking pretty! To make the Erg element stand out and make it easier to read we made the weights of the fonts different to have more of a contrast. The little lightning bolt was added to represent power but also charge, the programming is designed to make you reach your full potential.
Carey also need some graphics to go along side his branding that he could use in his seminars and social media posts, these were all designed specifically to illustrate the fundamentals of getting the best out of your rowing/bike/ski erg techniques and all tied in to the ERGWod branding.