"More than just a workout." From the start, the message needed to communicate that this is not your average gym. J Street is for the brave, the bold, the committed to body torture and sculpting. Those who value weight lifting know the value of old school plate loaded equipment and a culture where taking your shirt off during your workout is the norm. We simplified the gym message to display the culture of body building and performance. Simple words and simple message, but with deep meaning.
The website design started with an amazing image/inspiration board of Arnold, Strongman, Mr. Universe, and other classic inspirations. We then narrowed our focus down to the appeal of a concrete floor, metal clanging, and heavy breathing - all captured in the look and feel of a rugged design. With a custom font, combined with bright red and a dark black background, the website centered around a clean flow. We also added a cinematic video background of various weight lifters to put off a dramatic hardcore feel of the gym. Lastly, with simple animation and a sleek mobile design, the website development was complete.
Our logo design took it's inspiration from our image board of Arnold, Mr. Universe, and the classic body-builders of the world. With old-school barbells as the centerpiece, we wanted a logo that could be easily branded and recognized on merch, signage, and social media. After a few rounds of edits and iterations, we settled on the J and S combined in the logo and disguised as a barbell.