CP Training
BRAND IDENTITY, VISUAL IDENTITY, MERCH, ILLUSTRATION, ANIMATION, CUSTOM FONT, WEBSITE (COMING SOON).
The Challenge
Chris’s business has evolved massively over the past 5 years. With a growing following and a refined focus on premium, high-touch coaching, his original logo system no longer reflected where the brand—and his clientele—had grown. It was time for an upgrade that aligned with the level of value and expertise he offers.
The Solution
We created a visual identity that balances grit with intention—rugged, approachable, and elevated. The new system reflects his strategic and motivational coaching style while speaking to high-caliber clients.
The logo suite symbolizes grit, strength, inclusivity and confidence. Rounded edges keep a welcoming feel, while the barbell emphasizes the fitness industry.
The curved ribbon anchors the mark while giving it a hand-drawn aesthetic.
To reflect Chris’s mission of offering highly personalized training, we created a custom accent font—each letter hand-drawn to mirror the individuality of every client’s fitness journey.
The custom typeface mirrors the brand’s illustrations and textures—each rendered with a chalk-like outline, nodding to the grit and ruggedness of gym life.
The goal of the merch was to spark conversation. By leveraging the bold color palette, custom font, custom illustrations, and punchy statements, we created pieces people actually want—boosting both visibility and brand recognition in the process.
.png)
The Final Impact
This rebrand helped establish CP Training as a recognizable brand in the fitness industry that speaks to a premium clientele. By blending rugged, hand-drawn elements with a strategic and inclusive visual system, we created a brand + visual identity that is bold, personal, and trustworthy, positioning him for long-term growth—both online and off.
