Meet Anthony Richardson.
Personal Trainer. Educator. Motivator. Life Coach. Event Planner.
Sometime in May 2020, he commissioned me to work on a branding project that involved the things he is most passionate about.
He needed a character as well as a logo design. I’ve had the honor of attending the same alma mater as him at the University of Wisconsin-Whitewater, so I know he’s full of amazing energy and a kind soul.
Project
Brand Design
Client
CIK Mentality, LLC.
Tasks Completed
Preliminary sketches, Vector Illustration, Strategy
Building a Brand
The Logo
I was commissioned to help build the brand of CIK Mentality, LLC. by Ant Richardson. His company promotes wellness, a crazy positive mentality, motivation, and transformation.
We used Google Meet to chat about the project details at the start. From there, the brainstorming began. My task was to do what I do best: take his vision and bring it into reality. When I create a logo, I always want to design something that can last because it makes sense. So, taking a play on the CIK (pronounced sick) title, I took inspiration from popular fitness equipment and tools like the kettlebell and applied a Hannibal Lecter-like expression to it.
Saying “Thank You”
The Character
Anthony “Ant” Richardson achieved a massive physical transformation over the past few years, which he earned from daily hard work and discipline.
So, in this bonus avatar, I wanted to keep that same energy! Powerful, glaring eyes, the flexing vascular muscles, and a curved bar, bending from the big weights on each side.
Anthony (CEO) and I worked on some merch ideas for the future.
Below are some early clothing mockups.
Color & material
In keeping with the “Sick” play on words in CIK Mentality, LLC. we chose to use values of green and purple. Together, we felt that this was a harmonious combination of colors that fits the vision of the company and helps the aesthetic.
Officially, the spot colors are Pantone 379 C (or Key Lime) and Pantone 527 C (or Royal Purple).
Key Lime
#417e94
Royal Purple
#8331A7
This Made Me Want A Logo!
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