TMAC FITNESS
Fitness Trainer // Santa Monica, CA
Logo Ÿ Branding Ÿ Website Ÿ Art Direction

Todd McCullough is a Santa Monica based fitness expert developing workouts based on a combination of explosive athletic movements and yoga strengthening. Todd guides others to more healthy lifestyle choices via his website and his active training videos and sessions.

I approached the design of his logo, branding and website with the objective of building a lifestyle brand reminiscent of beach life through warm tones, strong contrasted imagery and clean simplistic layout. My mission was to create a brand that speaks to consumers, visually drawing them in. I also created a brand-positioning guide for Todd to get him started. I wanted to help him understand how to live out the brand for consistency, as he is simply a walking billboard for his business. The logo is representative of the “building blocks” of health and fitness that Todd teaches his clients, rotated in a 3-dimensional fashion. I hired a photographer to create the images for our website build. Weekends were spent location scouting, storyboarding concepts, outfitting Todd to represent the beach lifestyle brand and being “on-set” to direct the photographer during shoots.

Complete with a blog, online store and an archive of workout videos, Todd’s custom designed website serves as a hub for the public to experience TMAC20 (20 minute workout videos #NoEquipmentNoExcuses) along with diet plans and other products available for purchase. With TMAC FITNESS, living a healthy life is absolutely an option. TMAC FITNESS has been featured on The Hallmark Channel, Fox 11 News Los Angeles, KTLA Morning Show and various local publications in Los Angeles.

TMAC FITNESS

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