As a brand designer, I was tasked with creating a unique logo and brand identity for Joseph Kintzer’s fitness business. Breaking away from the conventional fitness symbols such as kettlebells and weights, my design was inspired by the natural beauty of California and its wildlife. The client was particularly fond of the bear as a representation of his roots, so it became the central element of the logo. In addition, a secondary icon inspired by a compass was introduced to signify the guidance and direction that Joseph Kintzer provides his clients on their fitness journey.