Ironmac Fitness
client.
Andy (Iron Mac) McKenzie specialises in functionally inspired strength, conditioning, sports specific training techniques, injury prevention and nutrition.
brief.
Being a ‘well hard’ sports nut trying to assert himself in the competitive arena as an athlete and trainer meant that we had to capture the intensity of the training, define all the elements that make Iron Mac unique and build upon an already strong and fearsome reputation within the industry. Even though he scares us geeks a bit we felt this project needed custom styling.
outcome.
Given the colour palette we set about creating a custom type face (font) for Iron Mac which incorporated elements that inspired growth, strength and was fairly masculine. This brand was designed with its placement in mind and would look great stamped into weights, benches and clothing. We stayed away from the typical designs of the industry which revolve around stencil styled types faces and built an edgy identity that can stand on its own as truly bespoke.
