Role
Art Direction
Design Strategy
Concept Development
Visual Design
Creative Fields
Visual Identity
Branding
Photography
Print Design
Credits
Special thanks to Sarah van Hecken
Brand
Green Athletics is a personal trainer, founded by Sterrin Beekman.
Project
As a personal trainer you support your clients with exercising. The idea behind this identity is to capture these physical exercises (the product) and the movements that come along. They are being made visible by light painting photography.
Photography comes from the Greek words phos ("light") and graphis ("stylus", "paintbrush"). Together they mean "drawing of light". In 1889 the artists Étienne-Jules Marey and Georges Demeny created the first known light painting photograph "Pathalogical walk from in front". Since then many artists experimented with this photography technique, like Man Ray and Picasso.
Athletes tend to use lights when exercising in the streets and parks to become more visible. These lights, together with this light painting technique, were used to capture and visualise the movements of the physical exercises.
First by experimenting with these lights ...
... and later in a photoshoot with the personal trainer (and with help of photographer Sarah van Hecken).
The movement of the lines (which are seen in the light painting photos) are also applied in the logo. The word athletics consists entirely out of lines which show movement.
The colors #272729 (anthracite) and #3FAF6D (green) were chosen as the identity colors.
Also a corresponding monogram was designed which can be used for small purposes. For instance as a favicon...
... but this monogram also forms the basis of a 'light painting visual'. This visual is being used in the designs for several means of communication. To recreate the effect of the light painting photos, businesscards and stationary are printed with glow in the dark ink.
This goodybag was designed as a giveaway to new members. It has a quote that enthusiates you to do more exercise. It says "I'm going to do some nice swinging!" in Dutch.
The notebook is a book where the trailer keeps detailed notes about the performances of all her members and their individual progress.
