A concept fitness brand built around momentum, discipline, and pushing beyond perceived limits.
Over the Wall Fitness was a conceptual gym brand designed to explore how visual identity, messaging, and motion can work together to motivate action. The goal was to create a brand that feels powerful, focused, and disciplined—without leaning into clichés common in the fitness space.
Rather than designing a single logo or campaign, this project focused on building a complete brand system that could live across environments: physical gyms, apparel, digital platforms, and marketing content.
The core idea behind Over the Wall Fitness is simple: progress happens when you push past resistance.
The name and visual language were inspired by moments of friction—training through fatigue, mental barriers, and physical limits. The brand avoids over-decoration and instead leans into bold typography, high-contrast color, and dynamic compositions that reinforce momentum and intent.
This positioning allowed the brand to speak directly to athletes and everyday members alike, focusing on effort, growth, and consistency rather than perfection.
The identity was designed to feel confident and modern, with a system flexible enough to support different training styles and environments.
Key elements include:
Together, these elements create a system that feels energetic without becoming chaotic—allowing the brand to scale across print, apparel, and digital touchpoints.
Early examples of how the brand system could extend across product, marketing, and internal touch points.
Let’s collaborate to craft a brand that’s bold, strategic, and built to grow.
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