Undefeated is a kickboxing series for people who want a challenging high intensity workout. The challenge was to encourage people through the program identity to expand their fitness limits even when working out solo. This is why it was important for the branding to reflect a sense of intimacy, strength, and perseverance. The work was translated into a variety of media such as email campaigns, landing pages, video and social graphics.
Story, Photo Direction: Zack McTee
Photography: Ryan Kelly
Variations of the logo were created to capture the air of unwavering relentlessness, strong character and graceful ruggedness of the program. The final logo mark was inspired by cursive lettering and the juxtaposition of street graffiti art.
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