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Frank Merrill

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.

BRANDING / IDENTITY / DIGITAL | 2022

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.

Image of FM Logo in white grey on navy blue background

EXPLORATION OF PRIMARY IMAGE LOGOS

Logo Suite

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 muscle groups and the sculptural nature of the human physique.

Image of FM Logo in white grey on navy blue background

PRIMARY IMAGE LOGO CREATING CUSTOM "F" & "M" LETTERFORMS THAT CONVEY STRENGTH AND MOVEMENT

Typography

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 muscle groups and the sculptural nature of the human physique.

Image of FM Logo in white grey on navy blue background

PRIMARY IMAGE LOGO CREATING CUSTOM "F" & "M" LETTERFORMS THAT CONVEY STRENGTH AND MOVEMENT

Color Palette
& Typography

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 muscle groups and the sculptural nature of the human physique.

Mockup of social media templates for Instagram Stories posts including workout videos, promotional videos, and blog posts

MOBILE SOCIAL TEMPLATES FOR SHOWCASING PROMOTIONAL CONTENT