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at play
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During the pandemic a new mindset emerged raising the ideas of fitness and untraditional training methods. With gyms closed, athletes adopted loco motion movement along with weight free calisthenics. While popular sports brands Nike, Adidas, Lululemon, target specific athletes. We seek to launch a new brand to support calisthenics and free form styles of physical training.
Calisthenics and Loco Motion Movement have a playful quality - Which lead us almost instinctively to our brand name: At Play. With a fun message nested within the name, an abstract logo mark was created to give At Play a slightly modern look, and visual design advantage towards its competitors. A full eCommerce store was built with easy to navigate flows for every consumer’s needs.
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