Pursuit: Brand Identity & Environmental Design
Client
Pursuit Training
Service
The Challange
In 2017, I partnered with the founders of Pursuit Training to build a brand that stood for 'relentless progress.' Years later, that identity has seamlessly scaled from a warehouse gym to one of Colorado’s premier performance facilities. The visual system was built to be modular and bold, allowing it to dominate a 20,000 sq. ft. industrial space through signage, apparel, and environmental graphics without losing its core grit.
Visual Identity System
The identity suite was built for utility. The primary wordmark and icon provide institutional weight—used for signage, official communications, and uniforms. The secondary script mark loosens the tie, offering a 'lifestyle' aesthetic that transitioned the brand from gym equipment to casual streetwear.
Apparel & Merchandise Strategy
Merchandise is a critical revenue stream for fitness brands. By treating the apparel design as a fashion line rather than just 'branded swag,' we increased member adoption and brand visibility. The designs utilized premium textures, bold lockups, and the 'Lifestyle Script' to create gear that members wanted to wear outside the gym.
Environmental Design & Scale
The ultimate test of the brand was the expansion into a new 20,000 sq. ft. facility. The visual system proved its scalability, moving seamlessly from mobile screens to 20-foot hanging banners and illuminated steel signage. The environmental graphics don't just decorate the space; they define the atmosphere, creating a premium, immersive training experience.
The Outcome
Today, the Pursuit brand stands as a testament to the power of foundational design. Even as the facility has grown and evolved, the core visual system remains the architecture of the member experience—proving that a strong brand identity doesn't just look good; it scales.