Tailgate Fitness Branding

A lot of work went into creating the visual aspect behind the idea of "unfiltered, uncomplicated, unpretentious" fitness. Wanting to appeal to working mothers as well as people who just don't have the time to go to gyms (and now in a pandemic climate mobile fitness service like this is even more relevant). These two ideas required us to create a simple, lasting brand, with a recognizable logo symboling and journey. Achieving goals is never going to be a straight line, this is why I tried to iterate with the TF primary mark, starting from the left and taking a journey through the middle and ultimately ending up on the other side.