The below is a conceptual photography and typographic aesthetic I developed for the Gold's Gym North America environmental graphics. The walls of the gym were stale and bland and lacked vibrancy and energy. To communicate those attributes while honoring the historical heritage of the brand I created this look and feel to also refresh and bring the standard to an exciting and energizing new era. To me it visually represents the collage of fitness ideology most prevalent in today's culture. Gone are the days of the single minded workout. It's evolution and progress molded together through creativity and sport.