A brand for Alphas. Life Time’s elite training and event brand, Alpha, needed a brand that would work both for everyday training as well as special showdown events throughout the year. The cross-functional athletes that participate in Alpha Training and Showdown events thrive on near-impossible, intense exercise. Theirs is a mentality that embraces challenge and difficulty. We came up with visual system that used design motifs, illustrations, event photography and bold typography to communicate a tone that felt elite, arduous, and hard to achieve. Language followed suite. We created everything from outdoor stadium graphics to social posts to an in-club fixture that actually looked like a rock.