THE CLIENT: BOSS LEVEL
“gamify your fitness”

Boss Level is a fitness arcade born of an idea: what if your health could be gamified? The founders brought their experience from working in tech and healthcare to create a new kind of gym that co-opts the reward circuits of our brains, just like video games do.

THE CHALLENGE & APPROACH:

An evocative brand identity full of energy and fun

My goal was to combine:
the fun & nostalgia of an arcade game +
the concept of progress & “levelling up”

In this case, I defined a successful logo as one that captured the energy and the cheeky gamer spirit of the concept in a way that would translate across apps, merchandise, and all future expansion of branding.

The running character is full of motion—and can be easily animated—and the stacked letters of the BOSS logomark immediately convey the idea of levelling up.

A CUSTOM TYPEFACE

Boss Level aims to create an ecosystem for its users (called “players”) with a strong and consistent visual identity and culture. I crafted this custom typeface that builds on the logomark, and thus creates an instantly recognizable identity across all possible use cases.

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