Brand identity & art direction for 'ALIRCO' a closed joint Saudi company that was born to develop and manage the first CrossFit gym and other fitness brands in the capital city of Riyadh.  ALIRCO adopted a mission towards creating a diverse portfolio of fitness brands that caters to its local community from all genders, age groups, and income level.  Inspired by dynamic movements in fitness culture along with the modern architecture from the capital city of Riyadh. The identity system has been developed with great variations that can be flexible and playfully remixed to create hundreds of compositions.  Given the emphasis of young, bold & dynamic, the identity is created so that it can deliver the motto of the company. The corporate identity, extends with the use of black and white though out. Typography optimally expresses the diversity & multiculturalism aspects that ALIRCO aims for. Photos Credits: Unsplash, Max Winkler + Josh Nuttall + Nastuh Abootalebi​​​​​​​

Published: October 24, 2018