Branding Project: Surdey's Fitness

One of several artifacts that led to the brand approach.

One of several artifacts that led to the brand approach.

I recently finished up a branding project for Surdey's Fitness, based in Binghamton, New York. Jessica, the owner, has a strong sense of personal style and offers a unique personal training service. Early on in the project, she found some old receipts and other artifacts from her grandfather's business (slip covers and drapes) many years ago. Yes, that's Futura... and although we decided not to tie directly to the same typography, we used those for inspiration to develop a brand that tied into her history and differentiated her from the typical fitness genre. 

After exploring several solutions and refining the core elements of the brand, we landed on a final logo and rolled it out to business cards (letterpress, of course), her website and a handy rubber stamp she can use to enhance just about anything she sends out.

This was a fun project, and it allowed me use a variety of services — logo design, website development and creation of marketing communications materials.