Foundry Fitness

Foundry Fitness

Brand Strategy | Naming | Logo | Brand Identity | Art Direction | Graphic Design

Challenge

The client was seeking to create a fitness brand using AI tech that would help individuals with real time form correction. However, focusing on the technology alone lacked the ideology and perspective to establish a strong brand upon. We needed to find a compelling story to drive the brand.

Solution

Upon conducting research on the client’s background in personal training, it became clear that much of his approach and values were rooted in slowly building a healthy foundation through a consistent, personalized, and proper system. Additionally, market research showed that much of the current fitness market has become oversaturated with misinformation leading individuals to view exercise as an aesthetic-focused lifestyle requiring high-intensity and quick results. Such an approach can often lead to injuries and long-term damage to one’s health. Drawing from this story and cultural tension, I worked with the client to build a full brand identity for Foundry, a personalized fitness app designed to help you slowly establish stable foundations overtime. The brand is established as a commitment to simplifying and bringing everything back to the basics — and only the basics.