Matthew Sullivan
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Resist With Us

Agency: Duffy & Partners

Creative Director: Joseph Duffy

Strategy: Nancy Kullas

Project Manager: Bridgette Duffy

Designer & Art Director: Matthew Sullivan

Resist With Us

BRAND IDENTITY | BRAND LANGUAGE | BRAND ARCHITECTURE | WEB DESIGN | SIGNAGE | ENVIRONMENT | SOCIAL

Resist is a fitness program focused on resistance based exercises utilizing a patented machine and workout program geared around each member’s unique fitness journey. Resist was in need of a brand overhaul including an identity refresh, rename and brand manifesto to help position themselves within the fitness category; all while avoiding industry cliches and utilizing authenticity, juxtaposition and emphasizing community and togetherness within their messaging. Reflecting the act of resistance within the logomark was the first step to creating a visual identity that utilizes color palettes, typography, patterns, icons and imagery to bring Resist With Us to life and rise above the normalcy within the fitness category.

  • Agency: Duffy & Partners

  • Creative Director: Joseph Duffy

  • Strategy: Nancy Kullas

  • Project Manager: Bridget Duffy

  • Designer & Art Director: Matthew Sullivan

Visual Brief