The Project
Beachbody Gear reconnected with Societal to design work for products they are launching. For this proposal, I was tasked to propose designs based on several keywords related to the activities in focus. Based on the previous project done for BBG, there was a preferred aesthetic to how the clothes are modeled. They are often showcased with isolated individuals with clean backgrounds.
It is not uncommon for sports brands to have athletes and their respective sports at the forefront. I wanted to elevate this visual language. I designed letter forms based on the keywords and had them weaved around the models in action.
By introducing subtle graphic elements like the typography above, we had a shot of creating that is unique to the Beachbody Gear, without losing the familiarity of sports aesthetics already familiar with the audience.