DIG DEEPER - SHAUN T
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Creating the Brand
Our team approached DIG DEEPER with the goal of creating a brand that embodied resilience, transformation, and the discipline required for true body recomposition. Drawing from Shaun T’s personal journey—recovering from a shoulder injury and training for a physique competition—we developed a brand identity that reflected his methodical approach to rebuilding strength and redefining his physique.
Strategic Approach to Brand Identity
Messaging & Tone: We crafted a brand voice that was bold, empowering, and deeply personal. Rather than focusing solely on traditional weightlifting, we positioned DIG DEEPER as a mindset—one that challenges individuals to push beyond physical and mental barriers to achieve lasting transformation.
Visual Identity: Our design choices reflected both the grit of the training process and the precision of body sculpting. We balanced raw, high-contrast imagery that captured the intensity of the journey with sleek, structured elements that emphasized the refined results of a well-executed transformation.
Emotional Connection: The brand narrative was built around resilience—turning setbacks into opportunities for growth. By weaving Shaun T’s own experience into the identity, we ensured that DIG DEEPER resonated with individuals seeking not just a fitness program, but a blueprint for personal reinvention.
My role: Director, Content Development & Creative Producer
Creative Assets & Imagery
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