THE NAME BUILDS THE WORLD
SUPERSETT joins a familiar training method to a badger's sett. The extra T gives fitness a place to gather: a den for a community, with room for the brand to grow.
NAMING / BRAND STRATEGY / IDENTITY / DIGITAL
SUPERSETT
A personal-training brand with the expertise to build real strength and enough personality to leave intimidation culture at the door.READ THE STORY ↓
DISCIPLINENAMING / BRAND STRATEGY / IDENTITY / DIGITAL
ROLEEND-TO-END BRAND CREATION + CREATIVE DIRECTION
PROJECT TYPEFOUNDER-LED FITNESS BRAND
PATHSTRATEGY → SYSTEM → EXPERIENCE
WHERE I STARTED
Strength without the performance.
Tristen needed a personal-training brand that could feel serious without making people feel small. I started with the name. Supersett connects a training method to a badger’s den, giving the business a place and a personality before I drew the mark. The harder part was holding onto that humor while making the coaching easy to trust.
THE CHOICE
“Expert coaching with a welcoming, slightly feral character. No gym-bro nonsense.”
WORKING THROUGH IT
The badger had to earn its place.
COMPETENCE, WITHOUT THE POSTURING
The identity looks confident enough for serious training. Dry, honest copy punctures intimidation and refuses to make clients feel small.
THE BADGER IS THE STANDARD
The badger is compact and stubborn. It gives the brand a character that can take a joke without turning into a bodybuilder mascot.
BUILT FOR A LIVING BUSINESS
A fixed grid keeps coaching information in order. Large type and field-note labels give the photographs a frame that can also work on merchandise.
THE IDENTITY
Serious strength. Zero gym-bro nonsense.
The mirrored badger mark suggests a shield around a den, drawn with the structure of a training diagram. The condensed wordmark has the density of strength equipment. It looks authoritative before the voice reveals its humor.
Serious strength. Zero gym-bro nonsense.
BARLOW CONDENSED BLACKHEADLINES / PHYSICAL IMPACT
SPACE GROTESKBODY / NAVIGATION
SPACE MONOFIELD NOTES / DATA
ALABASTER#FAF9F6PRIMARY CANVAS
CARBON#1A1A1ASTRUCTURE / TYPE
SIGNAL ORANGE#FF5A00ENERGY / ACTION
ADAPTIVE MINT#00F0B5PROGRESS / WELCOME
THE VISUAL LANGUAGE
THE ANTI-GYM GYM CLUB.
Editorial training photographs meet unexpected badger sightings and blunt typographic statements, with small telemetry-style notes. Borders keep everything functional. The humor works within that structure.
APPLICATION
A CLUB PEOPLE CAN CARRY WITH THEM.
Training straps and apparel extend the brand beyond sessions. A free movement protocol gives people another useful way to put its belief into practice: strength should make real life bigger.
EXPERIENCE
THE WEBSITE TRAINS THE CATEGORY TO SPEAK DIFFERENTLY.
The site needs to explain Tristen’s coaching before asking for a consultation. Personal sessions and online programming have separate paths. Resources and the inclusivity standard stay easy to reach.
A CLEAR OFFER ARCHITECTURE
Personal coaching and online programming have separate paths, with useful resources available alongside. Visitors can find what they need without aggressive sales language.
VALUES BECOME INTERFACE
The inclusivity standard has a prominent place in the brand. Safety and belonging are part of the service promise.
A GUIDED FIRST STEP
The intake asks focused questions in the same direct voice as the site. It should make a first conversation easier to start.
WHAT I DELIVERED
A brand ready for the next session.
I carried the name and badger mark into the coaching site, with a consistent voice across the supporting material. The result gives Tristen a recognizable way to introduce his approach. The humor opens the conversation. Clear information about the training has to carry it from there.
ENTER THE SETT ↗