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Introducing Anchor - a bold fitness brand identity built for people who train with purpose. From performance apparel and lifting accessories to powerful campaign visuals, every detail is designed to move with strength, focus, and confidence.
A complete branding concept for a modern fitness lifestyle brand.
#BrandIdentity #FitnessBranding #SportswearDesign #LogoDesign #BrandDesign #CreativeDirection #GraphicDesign
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Most healthcare branding reaches for the same visual shorthand: a cross, a heartbeat line, a shade of clinical blue. ClinScale needed something else. It's a platform built around turning clinical expertise into a real business, and the identity had to carry that idea instead of borrowing from medicine.
So the system starts with a single unit. One shape, precise and self contained. Add another, and they connect. Add more, and they form a structure. That's not a metaphor added after the fact, it's how the whole graphic system works, because the belief behind ClinScale is that growth only holds up if there's structure underneath it.
Deep neutral tones and metallic dimension carry the rest: enough weight to read as serious, without ever tipping into the coldness healthcare branding usually settles for.
Project made in collaboration with Nathalia Ultramar
Really like how the visual system actually comes from the idea behind the brand. It feels much more intentional than just using the usual healthcare symbols.
This is beautiful, Daniel
FOCU — Artisan Calabrian Gelato
FOCU is an artisan gelato brand rooted in the flavors and memory of Diamante, Calabria. Each jar carries a piece of the southern coast — bitter bergamot, sharp citrus, dark wild fig — translated into a bold, unapologetic visual identity. The name comes from the Calabrian dialect word for “fire” and “heat”: a deliberate choice to create a powerful contrast with the cold nature of gelato, sparking curiosity and surprise in the consumer.
The Design System: The brand system pairs a groovy pop aesthetic with a monochromatic color logic: one flavor, one color, one jar. Boogaloo typography, dripping cream shapes, and a deep magenta lid unify the three flavors of the line into a coherent family that feels artisanal.
Designed as a fictional brand for the Affinity “Fake Brand Real Craft” contest 2026.
the dripping cream shape on the jar is my favorite part