FRANK MERRILL
IDENTITY | ART DIRECTION | SOCIAL
2022 / 2023
Frank Merrill is a New York City based personal trainer & wellness coach, with a focus on helping clients reach their optimal performance. The identity design focuses on the movement involved in athletics & performance, and pushes it into a new, more modern space. Accopanying the identity are custom icons to help with communication, paired with macro photography that highlights core muscl groups and the sculptural nature of the human physique.
MOBILE SOCIAL TEMPLATES FOR SHOWCASING PROMOTIONAL CONTENT
RESEARCH & EXPLORATION
The foundation of every project starts with deep research & strategy.
The first challenge was to identify the core values that were at the center of the Frank Merrill brand. Who was his target audience, what needed to be communicated, and how may that translate into a visual language and identity.
I worked directly with Frank to pair down the key communications
he wanted to express to his audience. We came up with the brand concept that “Everybody is an Athlete”. There is no lack of potential for any of Frank’s clients, and I used this as the guiding principle for the brand identity process.
PRIMARY IMAGE LOGO CREATING CUSTOM "F" & "M" LETTERFORMS THAT CONVEY STRENGTH AND MOVEMENT
COLOR & TYPOGRAPHY
The foundation of every project starts with deep research & strategy.
The first challenge was to identify the core values that were at the center of the Frank Merrill brand. Who was his target audience, what needed to be communicated, and how may that translate into a visual language and identity.
I worked directly with Frank to pair down the key communications
he wanted to express to his audience. We came up with the brand concept that “Everybody is an Athlete”. There is no lack of potential for any of Frank’s clients, and I used this as the guiding principle for the brand identity process.
PRIMARY IMAGE LOGO CREATING CUSTOM "F" & "M" LETTERFORMS THAT CONVEY STRENGTH AND MOVEMENT
MOBILE SOCIAL TEMPLATES FOR SHOWCASING PROMOTIONAL CONTENT