Fitness – Out of Shape Identity

FITNESS - Out of Shape Identity

Thugs come in all shapes and sizes and this one was large, round and ugly. Their victim was an informant within this organized design crime family. Caught in an identity crisis and being extorted by these graphic mobsters, they contacted the FBI and disclosed their inside information.

Part of our investigative process includes creative surveillance such as wire tapping the existing marks equity, identifying the godfather of the brand and building a case file for successful re-design.

The evidence we gathered through our crime scene investigation clearly showed an expanded waist line, steroid enhanced drawing skills, and poorly developed typography.

CASE SOLVED

Clean cut healthy identity.

We had all the evidence we needed and before you could say “J. Edgar Hoover wears a dress” the FBI had arrested the guilty solution. We immediately began to exercise and artistically re-shape a well proportioned mark, mimicking the human torso.

Working out the new identity.

Part of the FBI follow up on this case included the design of new business cards. With new cards in hand, the client entered the design witness relocation program with a new identity.

A healthy source of design inspiration.

With a new identity came a name change and “Fitness Experience” defined their personality. With secondary identity assets like the poster designs shown above, the FBI equipped them to begin a new brand life safe from mafia motifs.