AlphaGen Apparel is a fitness and lifestyle clothing brand designed around three core values: faith, family & fitness
The goal was to build a visual identity that could balance and flow between those values seamlessly.
The brand mark had to communicate the company's core message of peak human performance as backed by faith.
This was achieved by depicting an elevation that forms three points representing the company’s values that is also a play on the alpha and omega symbols of Christian significance.
The brand’s palette takes the idea a step further by assigning a color to each of its core values and applying them when in focus.
Paired with images that communicate strength, dedication and power, these elements begin building a visual language that reinforces the brand's message.
AlphaGen's online store expands on this system as needed to offer a growing catalog of products.