Fitness Gear Junkie is a fitness apparel company that exists inside the Crossfit community. The company was created by an individual after many people sought guidance on apparel and accessories that would help during the Workout of the Day. The client had asked for branding that included, 1. A skull image, 2. Focus on the eyes to portray "junkie," 3. A connection to super heros (Mavel, DC). The result is a geometrically sharp skull mask with intense eyes and a flat, graphical color treatment. A custom typeface was designed to accompany the image, which was created using the same grid as the skull mask. The custom typeface enhances the bold, intense Crossfit environment, while the blue color scheme mellows this intensity and brings a fresh aesthetic to the brand.