AlphaGen is a fitness and lifestyle apparel startup built around three core pillars: faith, family & fitness. The brief was to design a visual identity that represents those pillars and flows between them seamlessly. My role here included creative direction and graphic design.
The logo was designed as a nod to the company's three core pillars through a shape that forms three points; the shape itself references the alpha and omega symbols that are of religious significance.
Understanding the need to sometimes lean on one core pillar over others—a highlight on performance, for example—the brand’s palette assigns a color to each of them for use when in focus.
Guidelines were set for what kind of imagery the brand should use to represent itself. Photography of people practicing the lifestyle that the brand promotes in a clean, genuine manner that's relatable to the everyday athlete.
The right images, paired with brand assets and their strategy, build a cohesive look that reinforces the brand's values.
AlphaGen's online store and social outlets apply this visual language throughout, using it to build its presence in the independent lifestyle and fitness space.
