Stance
Good form

Workouts that work for everyone by giving 5% of revenue to charity. Your abs are now tax-deductible with the only brand that gives people the power to create positive change with a purpose through fitness. We created a brand framework based on how a loss can become a gain.

Client: Stance
Agency: Underdog
Year: 2019
Country: USA
Sector: Lifestyle

Branding

Visual Identity

Brand Applications

Iconography

Illustration

The Challenge

To create a brand framework focused on how workouts can be used as a tool for positive change, while representing the unique combination of strength training, community, and charity found in a group-style workouts. Also, to represent a boutique atmosphere and design, while highlighting one of their core values — donating 5% of revenue to local charities.

What we did

We designed a colorful and vibrant brand that blends energy and strength with a set of human-centered and purposeful values. The marquee contains an equal sign that highlights the brand's inclusiveness. The color palette is a striking combination of premium and sophisticated colors with a powerful boost of vibrant energy that radiates. The typeface is approachable and soft, while expressive illustrations work in both promotional and explanatory content due to their artistic yet schematic tone.