Worked with a startup to give life to their athletic company. Their tag line is "to transform from within," which provided the inspiration for the simple logo. I was approached by the two founding brothers who had a unique idea for workout apparel.
They both struggled with weight growing up so the apparel technology came to them naturally. They gave me the example of people who while working out whilst overweight tend to feel self conscious because work out clothing is always so tight. They came up with the idea of having the tight material doing its job underneath a looser more breathable, not to mention concealing, outer fabric.
The transformation happened within. I spent a good deal of time working that slogan into a simple, recognizable and inspiring logo. The light blue incorporates a feeling of energy, freshness and friendliness to the common workout black.