THE NAME BUILDS THE WORLD
SUPERSETT combines a familiar training method with a badger's sett. One extra T turns fitness language into a place people can join: a den, a community, and an ownable brand universe.
ALL WORKCONTACT ↗// DARK MATTER GRID / CASE STUDY P12
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
01
THE CHALLENGE
Start with the tension.
Personal training is crowded with two familiar extremes: hyper-aggressive gym culture built on shame, and generic wellness branding that sands away every trace of personality. Founder and trainer Tristen X Gonzalez needed a brand that could communicate serious coaching expertise without performing toughness. It also had to feel inclusive, memorable, distinctly New York, and ready to grow from a one-to-one service into a real community.
02 / THE ORGANIZING IDEA
“Make strength feel serious, welcoming, and a little feral: expert coaching without the gym-bro nonsense.”
03
THE DESIGN LOGIC
How the system works.
COMPETENCE, WITHOUT THE POSTURING
The identity carries the visual confidence of serious training while the copy punctures intimidation with dry humor, honesty, and a refusal to make clients feel small.
THE BADGER IS THE STANDARD
Adaptable, tenacious, compact, and impossible to embarrass, the badger gives the brand a recognizable personality without becoming a humanized muscle mascot.
BUILT FOR A LIVING BUSINESS
A strict modular grid, bold type, high-contrast color, field-note labels, and flexible imagery scale cleanly across coaching, community, content, merchandise, and digital products.
04
THE IDENTITY
The idea becomes visible.
The identity turns the naming idea into a compact visual system. A mirrored badger mark feels part shield, part den, and part training diagram; the condensed wordmark has the physical density of strength equipment. Together, they create a brand that looks authoritative before the voice reveals its sense of 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
05
THE VISUAL LANGUAGE
THE ANTI-GYM GYM CLUB.
The art direction pairs editorial training photography with unexpected badger sightings, blunt typographic declarations, and small telemetry-style annotations. Everything is squared, bordered, and deliberately functional; the humor arrives inside the structure, never at the expense of credibility.
06
APPLICATION
A CLUB PEOPLE CAN CARRY WITH THEM.
The system extends beyond sessions into useful, character-rich artifacts: training straps, apparel, and a free movement protocol. Each application reinforces the brand's belief that strength should make real life bigger.
07
EXPERIENCE
THE WEBSITE TRAINS THE CATEGORY TO SPEAK DIFFERENTLY.
The digital experience puts the brand strategy into practice. Visitors move from the promise to coaching options, inclusivity standards, training philosophy, locations, community proof, resources, and a guided consultation flow without slipping into fitness-industry clichés.
A CLEAR OFFER ARCHITECTURE
Personal coaching, online programming, and useful resources are separated cleanly so confidence and conversion never depend on aggressive sales language.
VALUES BECOME INTERFACE
The inclusivity standard is not hidden in fine print. It becomes a major brand moment, making safety and belonging part of the service promise.
A GUIDED FIRST STEP
The consultation experience uses the same direct voice and modular logic to turn a high-friction inquiry into a focused, welcoming intake.
08
THE RESULT
A system with gravity.
SUPERSETT gives a founder-led training business a memorable name, clear position, flexible identity, mascot, and digital home. The system is ready to support coaching, community, content, and products as the business grows.
ENTER THE SETT ↗