Highly Effective Athletic Training
Transforming ‘Gym Members’ into Athletes.

The catalyst for change.

Highly Effective Athletic Training (HEAT)

During a strenuous workout, an athlete generates 2030.0kJ of heat through anaerobic and aerobic training.

Heat is a catalyst for change.

We thought that to be pretty powerful.


So in creating a visual blueprint for their brand, we reinforced that very idea — H.E.A.T. as a catalyst for change. Using visual cues of thermal imaging and topographic body contours in their materials, we were able to reinforce the core concepts behind their existing logotype — performance and change.


brand campaign concept + visuals   /   brand messaging   /   supporting graphics
Color Palette & Style Guide

The HEAT gradient palette conveys:

A change in temperature,

bright, energetic hues,

kinetic movement,

and highlight areas of intensity or heat.

Photography Style  /  Marketing Communications