WE DO GYM

For our latest brand platform launch to realign our brands trajectory incoming years, I aimed to create something truly special for this project,with a strong emphasis on typography. Having never previously designed or developed a typeface, I was eager to take on the challenge. I sought to develop a typeface that would reflect our bold, direct statements, underpinning our deep understanding of our community.To achieve this, we took inspiration from our brand wordmark, running it on a bodybuilding programme, and putting it on a bulk over the springmonths to make our reimagined variant, WDG bold. A weighted takefrom our core typebook to really amplify our voice. Crafting this and giving the typography a platform to feel bold and confident and giving it a bit of extra thickness and adjusted terminals and ascenders across the board to draw similarities from type often used on weight plates themselves.The end result involved crafting landing pages, signage, OOH, packaging and beyond to push our elevated brand platform out to the world.