WURK - Brand Identity

Branding + Identity + Environment Design

Every once in awhile a project comes a long that really moves you to your core. I'm incredibly grateful for having the privilege to work with Maurice and Daleco to help them bring the vision of their new gym to life. This was one of the more remarkable projects I have ever been a part of. Thank you both for TRUSTING ME AND ALLOWING ME TO HELP YOU ON THIS AMAZING JOURNEY.

WURK - Brand Vision

Daleco and Maurice are at the core, incredible people. Two African American male trainers who wanted the world to know that they are proud of who they are and what they have become. The two of them spent years saving and planning the launch of their very own gym, "WURK". They wanted to get back to the basics of the "gym" and they wanted it to be authentic, but retaining a clean environment. Their demographic are kids wanting to excel in their sports programs, but still appeal to Moms, Dads and Grandparents alike who want to live and maintain a healthy, active lifestyle through professional level training.

Their vision for the gym was they want people to get to WURK, get their heart rate pumping and get on with their day. They wanted a clean, hip, but no frills environment that doesn't feel commercialized or franchised.

WURK - Branding Strategy + Execution

Although the partners had spent years saving for the gym, they wanted to put the money into the equipment, not the furnishings. The machine shop they took over had been there for years. The goal was to transform the space once you got inside. Make people feel they are there to work and that it time to get in shape. Make the space as unique enough to inspire their audience to come back again and again.

WURK - THE SPACE

MINIMALIST + GRAPHIC

Celebrate the identity by using allowing the space to disappear into the background. By painting the ceiling and all of the walls black, we don't mind the fact that there are no windows in the space. With everything painted black we get to celebrate the raw color of the new, aged and mismatched equipment that's been collected over the years. No one equipment manufacture has the best gear for every workout type or situation. Equipment will come and go and the environment needs to be able to adapt to changing equipment trends moving forward. The sawgrass green runway gives the space focal point and visually organizes the space and its activities.

CONCEPT IMAGE BELOW // PROJECT TO FOLLOW

WURK - THE GEAR

MINIMALIST + GRAPHIC

Build out a set of iconography that can easily be embroidered into patches to extend the WURK Identity. This allows clients to customize the gear for themselves while sharing the brand to others.