Brand / Training apparel

A kit that reads as one brand on the training floor.

Halo had a logo and twelve different ways of photographing it. We wrote the rules so gym content, lookbooks and ads stop looking like three companies.

9 daysTo launch kit

41Assets shipped

1Accent colour

Athlete holding a barbell on a black gym floor, training shoes planted — Launch photography: crop at the hands, keep the floor dark. Photo: Unsplash / open license.

The brief

What they hired us to fix.

A training-apparel launch with a name, a domain and no system. Every freelancer shot a different floor, a different crop, a different orange. The site, the ads and the lookbook did not recognise each other.

What shipped

The actual work.

Wordmark, secondary mark and a one-accent palette that survives a dark gym floor.
Photography rules: hands and kit, no faces required, crop below the neck for ads.
Motion spec for social: 0.4s whip, hold on the bar, caption safe-zone.
41 assets: logos, type sheets, three lookbook setups, six ad frames, a Figma library.
Handover as a one-page rulebook, not a 90-page PDF nobody opens.

Trainer in orange leggings coaching a push-up on gymnastic bars — Coaching still from the motion kit. Orange is the only accent allowed on-body.

What changed

The next shoot ran itself.

Nine days from kickoff to a kit their photographer could use without us in the room. The second campaign was shot by their in-house team against the same floor and the same orange.

“We stopped briefing every shoot from scratch. The floor, the crop and the orange were already decided.”

Alina Terzi
Brand lead, Halo Athletics

Photography on this page is from Unsplash, used under the Unsplash License. The brands and numbers describe studio case studies, not the photographers.