HWKE Fitness is a new health, wellness, and fitness business from Rhode Island. They work one on one with clients to create a personalized workout, diet, and wellness plan. From weekly check-ins to workouts in the gym, HWKE Fitness works with you every step of the way to achieve your goals and improve your quality of life.

HWKE Fitness came to us needing a logo and some brand direction. It then morphed into printed materials and even a website.

For the overall brand, they wanted something that didn’t feel like every other health and wellness company. They were looking to have a brand that felt strong, bold, and leaning more masculine. They really looked towards sports apparel brands like Under Armour and Nike as inspiration.

The HWKE Fitness logo is bold, angular, graphic, and eye-catching. The angles in the logomark and on the letters of the logotype are sharp and strong, much like that of a hawk’s beak and talons. The graphic nature of the logo makes it stand out and makes it perfect for future applications of apparel.

For the color palette, the client wanted something that used darker colors paired with a red or orange tone. We offered up a slightly more feminine blue in that palette that could be used with the main colors to create something that could be used in applications geared towards women.

We created a bold triangular pattern that they could use as a background element, or as a bold pattern on apparel.

You can see many of the branded elements throughout the print designs, apparel designs, and website.