Established in 2018, Hooked is a boutique fitness boxing studio located in Belmar, New Jersey. Working with the founder Jose Benedicto, we looked to create a unique fitness brand for his gym that felt elevated that could extend beyond the gym. Inspired by the heroicism of the ancient Greek warrior, I created an identity that feels both relevant for a boxing gym and wearable on the street.

The logo is two pillars with a chain link in the middle to signify strength and to create the crossbar of the H. The color palette is minimal and a chiseled typeface for the logo paired with a modern light sans to give it a refined feel. I also created a pattern with the letter H hidden inside of it to frame the logo. All together it creates a sophisticated feel inside and outside the gym.

ROLE

Identity
Logo Design
Brand Strategy