Approved by Creative Director: Mark McCormick
Art Direction, Design: Henry Liau
Photography: Stephen Meierding
Deliverables: Print Ads, HTML5 Banner Ads, Eblasts, Direct Mails, Outreach, Magazine Ads, Outdoor Ads, Storefront signage
Overview
FLEXability was a marketing campaign released by the gym company, Crunch Fitness. The aim was to drive home two selling points: “No Long-Term Contracts” and “No Judgments.” The slogan FLEXability is a play on words. The word “FLEX” is a fitness reference and implies without inhibition. The word “flexibility” is regarded as the affordability and ease of joining a Crunch gym.
Concept 1, 2, and final
Let There Be Bold
There were various visual concepts that came to mind. The first was a faux-stamp design. The intention was to give a “seal-of-approval” feel to the company and what it offers. Unfortunately, the slogan “Flexability“ and “No Judgments” gets lost in the stamp and had severe readability issues. The “100%” became the most readable part of the design, which was never the goal. Also, the overall layout lacked the usual bright color palette Crunch Fitness’ brand was known for.
The second design concept played with the orientations of the layout, re-introduced colors, and used calligraphy in creating the treatment for the word “FLEX.” Although this was ultimately well-received, Marketing decided it should display more of what Crunch Fitness had to offer.
Various slogans were created for market longevity.
Apply More Weight
The third and final iteration was to have it be bold and in-your-face with its slogan. The layout consist multiple group fitness and personal training photos – which are the strengths of Crunch Fitness’ services. Each Photo is bright and colorful. They perfectly housed each of the four letters of the word “FLEX” – somewhat similar to Robert Indiana’s “LOVE” installation. The approach was to make sure the letters were readable, but also preventing the shapes of the letters from distracting the images. In finding a heavy-weighted typeface to accomplish all these factors, Bemio’s was used to compliment the imageries. Various taglines were created with updated images. Some were used subsequently after FLEXability to extend the campaign.
EmailsAdvertisements in Miami Living MagazineDirect Mail & Outreach CardsPhone KioskStorefront
Interstitial is a platform that celebrates, promotes and empowers local businesses and creative people. The aim is to break marginalized communities out of the “niche” space and give a broader advantage to succeed. In distribution by newsletters, Interstitial can provide a voice, exposure, and commerce for creators, entrepreneurs, and artists.
Deliverables: Logo, Branding, Stationery Set, Outreach, Tote Bag
Creative Direction, Branding, Design: Henry Liau
Photography: Victor Lam
TxContact is an omni-channel contact center specifically designed and developed to integrate voice, email, chat, or social media in helping businesses engage with their customers over one seamless platform. In tracking customer interactions over multiple channels by logging every interaction over every channel on a common CRM, it can implementing a workflow to streamline a transaction from start to end by assigning tasks to relevant support teams based on pre-defined business rules.
There were several approaches in branding TxContact. First, was to establish the synergy within the product. What makes TxContact’s unique from its competitors was their numerous communication features all integrated seamlessly into one. This brought about the visual idea of “convergence,” which ultimately became the concept of the logo. Second, various icons were created to highlight the distinctions of each feature to better understand their functions.
Deliverables: Logo, Branding, Stationery Set, Product Book
Approved by VP of Marketing & Branding: Chad Waetzig
Creative Direction, Design: Henry Liau
Photography: Stephen Meierding, Henry Liau
Deliverables: Storefront Installation Design
Here are various types of graphic installation designed for the gym company, Crunch Fitness.
The storefront design was installed for a Crunch gym located in Brooklyn, New York. Multiple iterations were created to figure out where the logo would be best situated on the building; ultimately settling with the giant decal that spans across the building windows.
Crunch Fitness in Flatbush, Brooklyn – pre-installationConcept 1Concept 2Final conceptCrunch Fitness in Flatbush, Brooklyn – post-installation
Approved by Creative Director: Mark McCormick
Art Direction, Design: Henry Liau
Photography: Stephen Meierding
Deliverables: Outreach Cards
Crunch Live is a subscription-based video-on-demand streaming platform created for, but not limited to, Crunch Fitness gym members. The service consists of 85+ videos of workout sessions fully accessible through most mainstream media devices with internet connection. The idea is to provide the convenience of working out on-the-go, anytime, anywhere.
The “business cards” are actually outreach cards given out during the launch of Crunch Live. Each card was designed representing an instructor with their names and workout class they teach. There were in total 21 different cards created.
Approved by Creative Director: Mark McCormick
Art Direction, Design: Henry Liau
Photography: Parker Steele Deliverables: T-Shirt Design
The Love Muscles t-shirt was an apparel produced for the gym company, Crunch Fitness. The slogan “These Aren’t Gun – They’re Love Muscles” design is inspired by the late Graphic Designer Saul Bass, reminiscent of his famous movie posters.
The Simple Machines of a Bicycle was a project created at Parson – The New School of Design. The idea for the project was to visualize a new way in depicting the physics of the simple machines.
What came into fruition was a set of cards created for education purposes. Each card details – with diagram – the six types of simple machines: the inclined plane, lever, wedge, wheel and axle, pulley, and screw. Apart from an incline, all of the moving parts on a bicycle represents the mechanisms of a simple machine.
All diagrams are printed on transparent acetate. When the cards are aligned with one another, you can see the parts make up the bicycle as a whole.
Client: Crunch, LLC
