← All Work
Brand & Identity
Mad Cool Fitness
A dancing, feisty identity that makes everyone the hero of their own drama
A new fitness brand launching needed an identity, a cohesive visual style of photography that reinforced the brand's message, and a website to showcase it all. Mad Cool Fitness got a "dancing," feisty graffiti-inspired logo and "M" mark, paired with a style of photography featuring "real" (non-model) women styled beautifully and photographed in a heroic, dramatically lit style — emphasizing the brand message that anyone can become fit and become the hero of their own drama.
Jay's Role
As Founder and CEO of Early-Adopter, Jay provided overall project leadership and creative direction for the logo designer, photographer, web designer, and web developer.