Westside Barbell
Powerful design for some of the strongest people on the planet.
Westside Barbell is an invitation only training laboratory where only the strongest of mind and body survive. Their goal is simple. To become the best and push every boundary known to man in doing so. We coupled this mission of the company with a fresh new creative direction that positioned the brand as more premium and approachable, while still retaining a prison-shiek, raw & gritty vibe with no BS.
Brand Evolution
Digital Strategy
UI/UX Design
Creative Direction
Brand System
Website
We wanted to play homage to the overall vibe of the brand while bringing some consistency to the visual language. A new color was added, additional treatment of blue to white gradients with background imagery was settled upon. We dove into the history of Louie Simmons and the legacy that he started, and brought a vintage boxing-esk vibe to center stage.
Westside Barbell has broken over 140 world records, won olympic gold & heavyweight world championships
We went with a few different visual styles to showcase the brand. A vintage boxing-esk vibe was interduce with some power type that sets off the key messages of the brand in a overtly forward authoritarian way.
We consolidated a mixed bag of different typefaces and simplified things to allow for their audience to gravitate toward. We were told that they're often imitated through design, so we wanted to set forth a design system that they could own, to provide a more clear view that others were imitating them so they could call them out.
The client, as well as our partner agency that brought us into the project, were thrilled with the end result. We walked through everything in a very procedural way with the client while retaining creative rights to push what they have, challenge the status quo and the end result is something that's helped the company in a massive way.
“Jeesus tittie %ucking chr!st this is amazing. If this first round is anything like the final, my heads going to explode.”
