The design needed to communicate grit, intensity, and raw power and also mimic the industrial, old warehouse interior of the gym.
Throughout the design and prototyping phases, our team determined that with the right fusion of high-energy photography and industrial iconography we could create a design that yields user-action: to explore membership options, view class schedule, and learn more about Tedesco Body Shopís unique training style.
Using the graffiti sketch as inspiration, our designers initially created a design that pulled a teal highlight color directly from the sketch.
Ultimately, we moved towards a grittier blue highlight color palette. In our last design iteration Tedesco Body Shop requested that we add subtle green link hover-states to tie in the gymís interior turf and bring additional color into the dark, intense design.