Trauma Informed Weight Lifting Identity
Client: Trauma Informed Weight Lifting
Services: Branding, visual system
Trauma Informed Weight Lifting is a co-operative focused on the healing potential of weight lifting for people affected by trauma. Launched by a therapist and a strength coach, TIWL provides education for fitness and mental health professionals and studies the efficacy of weight lifting as an adjunctive treatment for trauma.
The identity features an intentionally heavy mark: a typographic interpretation of a barbell’s weight plate that is used large and prominently on many applications. In a set of secondary logos, the circular logotype frees itself from the weight plate to become an open form that holds space for additional information and provides flexibility within the visual system. This is a bold, no-nonsense, and (literally) strong identity for an organization that’s serious about making positive change.
