BLACKOUT FITNESS CHALLENGE

Blackout Fit launched as a Chicago-based fitness competition in need of a cohesive identity and event system. I developed a bold brand identity, website, and full suite of marketing assets — from wayfinding and competition signage to exercise apparel. The visual direction leans dark and rugged, aligning with the name while remaining approachable and high-energy. A custom alien mark anchors the identity, with dumbbells forming the eyes and a lightning bolt shaping the mouth — symbolizing strength and intensity. The result is a startup fitness brand that feels immersive, memorable, and built to energize.