Hey coach.

I worked witht the very excellent team at my favorite studio in the whole wide world, Gin Lane, to develop the brand and art direction for the new anti-Equinox, uplifting, empowering fitness application, Ladder. Our directive was to create a brand that feels fresh, different, and unlike the industry stalwarts – Nike, Equinox, ClassPass, etc.

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Brand Fundamentals

Messaging sets the tone for everything. We spent a great deal of time defning this brand with language, which then translated to design elements and compelling visuals.

Brand and Identity

From the wordmark to type, color, graphic applications, iconography we wanted Ladder to be approachable but opinionated. This is a friendly brand, but it's not soft. Patterns, poppy colors, chunky typography, and a sturdy wordmark all work together to accomplish this feel.

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Graphic Applications

Combining all of Ladder's design elements, and photography, make for an active, compelling, visual milieu. This is where the brand becomes the "the brand."

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Art Direction

Finally, the píece de résistance – the art direction. We worked with the master Emiliano Granado to capture a range of images showcasing both Ladder's "coaches" and lifestyle scenarios meant to represent people using Ladder. BIG MOOD.

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