Dynamic Fitness

Role: Art Director & Lead Designer       CD: Josh Wills & Steve Hurd       With: Josh Wills & William Johnston      Studio: Consume & Create


Create a humble and storied brand for new neighborhood gym Dynamic Fitness.


Inspired by the family culture of old boxing gyms and the layered, papered walls outside of them, this brand system tells a story of the long standing “gym on the corner” that’s weathered many years to guide the neighborhood to fitness.


Jeff had tired of personal training at a big box fitness center for quite some time before opening Dynamic. Tired of sales goals and pushing a corporate agenda, He switched gears to get back to basics–equiping individuals to meet their personal fitness goals.

To be disruptive in a sometimes hyper-agressive gym space, the brand returned to the nostalgia era of Rocky (the original), with a logotype that looked like it had been there for fifty years. As posters and chalk notes overlap and cover the installations, the brand gains a spirited history and swells with pride.


Once the logotype was drawn, engaging and energetic colors kept the brand feeling contemporary and exciting.

Photography: Hesh Hipp / Heshphoto

some SECONDARY elements by josh wills