British former world middle weight champion Darren Barker and Commonwealth gold medalist Ryan Pickard teamed up to create a new innovation in boxing training. The gym concept concept is a guided training program called 12x3 because the program consists of 12 exercises for three minutes per exercise – the same format as a boxing match.
We created a brand that leverages the boxing ephemera of the 1960/70s but with a contemporary twist. The X in the logo is rendered like an hourglass, referencing the time-based system at the heart of the brand experience.
We developed the whole brand design project including logo, graphic devices, collateral, a bespoke font, website and the physical gym itself. This project launched in June 2017.
The spatial design was created in collaboration with Marc Thorpe Design.