Project Overview

Owned by Rhys Jenkins, RJ Performance is a personal training brand located in Bristol, South West England. After having spent years perfecting his craft and delivering for clients on the gym floor, Rhys was looking to expand the online side of his business, and wanted a considered and memorable brand identity for this next phase of his business.

Our Approach

Rhys came to Aspect already having developed a strong sense of identity and style he wanted for his brand. His training style is all about pushing your limits and developing a power you never knew you had, so any logo and brand assets needed to reflect that same strength and tenacity. In short - soft was not going to cut it. Authenticity and raw energy needed to be at the heart of everything we designed.

He also knew that he wanted to represent his business predominantly using the initials 'RJP' which gave us a great starting point - if we can nail the letters in their purest form, then expanding that out to the full brand name 'RJ Performance' would be much easier. After exploring various hand-drawn type and layout treatments, we settled on a custom typeface that was chunky, weighty, but inviting with slightly softened corners.

Then, with the shape complete, it was time for texture.

We utilised layered masks to create a believable roughness inside the letterforms, and then took the design into Photoshop where we again layered field blur and noise effects to create a disintegration effect on the edges of the logo. To support the concept even further and give it its own brand world to live in, we introduced supporting assets - like the brands original established date and tagline 'momentum through method' - to sign off the completed lockup.