Bridge

Background

To the average person, shopping for fitness supplements can be an overwhelming experience. Built Supplements saw a need to provide a welcoming atmosphere for newcomers to supplements, while also carrying the products athletes and fitness professionals need. Aside from simply carrying the right products on their shelves, Built aimed to tailor their products to help customers hit their fitness goals. To support this, they needed to establish a brand that aligned with their product, expertise, and base of customers from a range of fitness experiences.

Our work with the Built Supplements team began with an honest conversation on the existing logo design to discuss its effectiveness and versatility. The discussion revealed a clear need for a redesigned identity that was more aligned with the brand and versatile for the many applications needed. Leaning on their name for the design, the logomark became more than just a stylized “B”. The bold line working to create an even bolder mark resembles a journey to achieving fitness goals. The identity system complements the logomark, utilizing the strong, geometric design of the Neusa Next typeface, paired with a growing set of icons, and borrowing features of the “B” for graphic treatments. With the visual identity in place, other materials were able to represent the brand cohesively.