Coeo Fitness
Boston, MA
2016-2018
Role:
Creative Lead
Graphic Design
COEO was founded to solve a familiar tension in boutique fitness: the industry thrives on instructor energy, yet often fails to support or elevate the people who make the experience meaningful.
In shaping COEO’s brand world, I created the full set of brand guidelines and led the art direction, photography direction, photography, and visual design. The goal was to build an identity that feels alive: bold and raw in its expression, but still accessible, gender-neutral, and rooted in connection.
Because COEO translates to “to come together,” every design decision centered on unity: the link between instructor and athlete, the shared energy of the room, and the community built around movement.
Design Direction
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Master Logo
The master logo is a unique representation of the brand name. It should be treated as artwork, rather than typography. It should never be on the same line as text. When refering to the brand
in a body of text, use “COEO” instead, all uppercase. Never outline the logo in white, or any color.
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Brand Mark and Alternate Mark
The icon is derieved from the master logo, linking the two, and representing the same message and brand. Never outline the icon in white, or any color. The icon should be used in specific instances listed below:
1. For the APP icon
2. For all visual representations of the brand under 1” but above .25”.
The alternate icon is derieved from the icon. It is to be used similarily like the icon, but for more artful & brand aesthetic purposes. The alternate icon is sometimes is more sucessful overlayed onto photography and scaled up. Never outline the alternate icon in white, or any color. -
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Color
The COEO logo and icon should only be used in black, white, or the colors below. Color should be used sparingly, and primarily to complement the black and white photography, and call out important information. When using the logo/icon over a medium dark—dark photograph, the logo/icon should be any color except black, unless placed in a light area of the photograph. Avoid placing the logo/icon over information-dense areas of imagery.
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Typography
Gotham is the primary and only font to be used. Hierarchy will be achieved through scale, weight, color, and placement. Gotham is a font designed by Hoefler & Jones.
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Photography Direction
All upper funnel photography is treated in black and white. Mid to lower funnel can be color, and should follow the brand color specs.
