The Summit is a personal fitness company that aimed to move away from the traditional gym model, opting instead for an appointment-based personal training approach. They sought a brand refresh that stayed away from the aggressive, intimidating feel of some fitness and training brands, while conveying the premium feel and quality of their services.

Round A

Brolik presented 9 initial typographic concepts to Talley with the goal of selecting 2-3 general directions to develop in the next round.

Round B

In Round B we developed various colorways and mockups to see each concept in a real-world context and ultimately chose two finalists for Round C.

Round C

We looked at the chosen logo identity with 3 color variations.

Final Brand Package Delivery

At each round, we explore specific elements or directions, explain their impact, and make recommendations on what we feel is the best path for our client. For Final Delivery, we included mock-ups of the new brand in different collateral and use cases like business cards, a mobile home page, and social avatar.