Work Out World came to CSA interested in combining their successful chain of gyms with their philanthropic work in the northern Jersey shore. The Jersey Strong foundation had helped rebuild the shore after Sandy and they were looking to tie that mission closer to their business. We helped turn their membership base into a tight knit community gym that gives back to northern New Jersey. I lead the brand toolkit design and environmental graphics on this project.
Client: Jersey Strong
Agency: Carbone Smolan Agency
Role: Design Director
The message is baked into the name and mark. The new identity is bold strong and drawn to work together. Each letterform fits into the simple iconic mark. The overall toolkit uses typography and messaging to build community and strength among members. The flexibility of the typography allows Jersey Strong to express a variety of voices in their audience.
The messages really come to life in the gyms where language from members describes what Jersey Strong means to them. The typography is wrapped around the gym to create a strong community in each location.