For the color palette, I opted for a vivid blue, contrasted with charcoal gray and white. The combination makes for a strong impression that suits the target audience. For a robust look, ultra bold sans-serif type is used throughout, with subtitles in a lesser weight.
The logo features a Phoenix icon to represent the strength and repetition of endurance training and field work. As the Phoenix is born, lives, dies, and is reborn, so too does one train, fight, recover, and repeat.
The website is chock full of features and useful info, and built around four main sections: 1) a podcast produced by TFR’s founders and featured guest experts, 2) an online store for specialized active gear, 3) integration of online fitness programs led by TFR experts, and 4) a multi-author blog with articles written by real-world health and fitness experts, active military members, and competitive athletes.
As a collaborative website, I included several contact prompts for viewers to submit their expertise in the form of articles, photos, goods, reviews, guest podcast features, etc. And a Mailchimp mailing list subscription was integrated to offer exclusive promos and other beneficial info.
Double-sided business cards were designed and printed on thick, black card stock with blue painted edges.
I also designed a detailed promotional booklet intended for investment partnerships, and a lighter tri-fold brochure for general distribution. The booklet includes comprehensive website data and company growth plans presented in a highly visual format. Imagery includes a wealth of action shots, technical mockups, and infographics. The smaller brochure serves as an introduction to the core features of TFR, with visuals focused mainly on military and first responders.
Fullscreen slider and parallax content sections.
Mailing list signup and extended footer.
Newest products blog posts, with blog post slider
Parallax Podcast intro, and Fitness Program intro.