Art direction, identity creation, logo design, print design, digital design, signage.
The sport of rowing has taken off and new studios are popping up all over the globe. Crew is proudly, the first of its kind within Australia. Rowing is a fun, team building sport that is high-intensity, low-impact that is perfect for the office worker who needs to duck out for a quick session at lunch time. Located in the heart of Circular Quay, Crew is quickly taking off and is making it’s mark on Sydney.
Owner, Mike Aldridge, came to me with two main goals - to be the first rowing studio in Australia and to be the best rowing studio in Australia. He wanted a brand that was simple, iconic, fashionable and clearly pays tribute to the heritage of what Crew represents - the team sport of rowing.
I decided to take an illustrative approach for the logo, creating a geometric symbol that encapsulates everything that Crew is, and represents. To achieve this, I delved deep into the history of rowing, encapsulating the ‘old school’ crossed oars with a fresh, geometric and modern twist.
From there we rolled the brand out cohesively to include full window signage, outdoor light box, promo flyers, social media images, a-frame and pull up banners.
“ Working with E has been huge for my business. Starting a new studio can be very daunting and E has guided me all the way through. She has designed my logos and created all my CREW branding which looks amazing. Elisa has promptly assisted me with everything from my social media planning to last minute studio promotion artwork etc. I receive daily feedback from people about how strong my branding is at CREW and that is all due to the talent of Elisa”
- Mike Aldridge, Director of Crew Boutique Rowing Studio
Art direction, identity creation, logo design, packaging design, print design, digital design, apparel.
Peak Chocolate is a first of its kind in the world - a pre-workout high performance dark chocolate. It consists of 80% premium cacao, creatine, BCAA’s, Himalayan salt and a shot of caffeine in each serving. It is preservative and dairy free and is out to revolutionise the pre-workout market. With all natural ingredients, it stands apart from its chemical filled rivals lining the shelves of health food and supplement stores.
Peak Chocolate is the creation of CrossFit Creature co-owner and regionals athlete, Rory Boyden, together with The Mind Muscle Project co-host, CrossFit Creature co-owner and regionals athlete, Raph Freedman.
The Peak founders approached me in the hope of creating a logo and chocolate packaging that was simple, eye-catching and something people HAD to get their hands on. The end result is an iconic, memorable brand with packaging that pops out of photos and a wide array of ‘peak freaks’ who can’t get enough of their new favourite chocolate bar.
“When we set out on our journey with Peak Chocolate….we had nothing but a name and an idea. Elisa helped us turn that idea into a reality with a complete visual identity which now runs through every aspect of the business. Elisa combines creative flair with an amazing attention to detail. It’s an awesome combination. Elisa Guth Design is very much part of the Peak DNA and I hope will continue to be for a very long time.”
- Raph Freedman, Head Honcho
Photography by: justinekerrigan.com
Digital design, info-graphics.
We live in a world where people are too busy to exercise and don’t have time to eat properly. The Michelle Bridges 12WBT is a unique online exercise, nutrition and mindset program created by Australian celebrity trainer, Michelle Bridges.
The 12WBT has been set up to reach the masses and has a no-nonsense approach, encouraging people to make long lasting changes to their lifestyle and diet through education, encouragement and support. The 12WBT has a female dominated audience and the branding, colours and fonts reflect this. As part of the 12WBT design team, I assisted in the creation of online social images, educational info-graphics and positive-vibe graphics to promote the upcoming round of the fitness challenge.
Art direction, identity creation, logo design, print design, digital design, wall decal design.
I first met Ben and Drew Slater back in their Primal Sydney days when they were holding a handstand workshop at my gym. Meanwhile they were working behind the scenes to set up their new coaching business - Alchemy.
The boys approached me, after meeting at the workshop, in the hopes of appointing me to create an iconic logo and powerful new brand for their baby, Alchemy.
For me, the aim was to create something striking, geometric, bold and elegant with references to the characteristics and beauty of sacred geometry - something close to Ben and Drew’s hearts. The guys passion for education, achievement and depth of life inspired me to create a brand that represents their business and personalities.
In addition to the core brand, I introduced a series of beautiful nature shots to the Alchemy brand assets. These images were used, in variety, to represent the vast depth of life, business fluidity and their limitless passion to succeed.
I love working with Alchemy because they dare to stand out from the crowd, they aren’t afraid of their accomplishments and they constantly strive to be better than they were the day before.
“Elisa really made us realise that we could be doing more with our brand. She highlighted that we weren’t communicating our messages properly with many off brand pieces. This was an invaluable learning piece for us and something that we had not previously thought about. Hiring Elisa to create the entire brand concept for Alchemy has proved to be an invaluable decision. The feedback on the design has been incredible, she improved upon our original ideas. Elisa’s professionalism, expert opinion and efficiency is something I truly value.”
- Drew Slater, Director of Alchemy
Photography by: reannajanephotography.com.au
Art direction, identity creation, logo design, digital design.
The social cost of problem gambling in Australia is estimated to be at least $4.7 billion a year and Jayden Gardner is on a journey to help young Aussie males beat their addictions.
We delved straight into logo design and identity creation with a goal of implying the personal development and growth that people will undergo while on Jayden’s coaching program.
My inspiration for the logo is the unfurling silver fern. In Maori traditions this symbolises new life, growth, strength and peace. The circular shape of the logo helps to convey the idea of perpetual movement, while the background imagery adds a modern twist to keep it striking and memorable. The subtle thickening of the typography from left to right represents growth, strength and depth of life.
Art direction, identity creation, logo design, print design, digital design, signage, apparel
Creature Fitness (formerly known as CrossFit Creature) is a functional fitness gym that is unlike any other gym in Sydney. Creature offers superior programming, nutrition support and a cohesive community.
I began working with Creature way back in 2014 - they were my very first client!
One of the best things about working with Lachy, Rory and Raph is their unwavering faith in my abilities to create the best brand possible for them - from HUGE eye catching signage design to cool, fashionable apparel that members beg to get their hands on - they trust me to do whatever it takes to get the best result possible for them.
Over the past two months we have been working behind the scenes to update their business name, logo and accompanying design. With the excitement of a new name comes the need for a brand refresh, with Creature Fitness now wanting to be presented in a more premium and masculine way.
The new Creature Fitness logo represents movement, connection and the modern day athlete. Just like our niche demographic who love craft beers, grooming and weekend getaways , this logo is superior, unique and individual.
The 3D ‘C’ is a clearly recognisable symbol of strength and the depth of what Creature offers to its members.
We are in the process of rolling the new brand out cohesively throughout the three Creature facilities - designing everything from signage and flyers to apparel.
Photography by: reannajanephotography.com.au
Print design, digital design, info-graphics, packaging.
King Kong Apparel is the ‘OG’ of fitness bags and has been founded with one simple purpose - to exceed your expectations. Founded in 2011 in Melbourne, King Kong is now a massive hit among health and fitness enthusiasts across the US, Europe and Australia. High quality bags that are durable, well designed, functional and innovative have allowed the brand to stand the test of time.
Over the past few years I have been working with Stefan, director of King Kong - creating packaging, brand catalogues, stickers, signage, banners, email direct marketing, online social images and website collateral to help promote the brand and its new products.
“At King Kong Apparel, we have worked with Elisa on a number of different projects including email direct marketing, social media graphic design (especially for Facebook and Instagram promotions), and website design such as rotating banners and landing pages. Working with Elisa has been fantastic. She is very responsive, hard working and outstanding in her output. She uses her initiative to push the ideas and design briefs further within the design framework to create better and innovative way to communicate the brief. We look forward to continuing our work with Elisa in the future”
- Stefan Gehrig, Director of King Kong Apparel
Photo Credit: @melfit for the great packaging shot!
Logo design, print design, digital design, signage, apparel.
The Mind Muscle Project is Australia’s No.1 Health and Fitness Podcast co-hosted by Lachlan Rowston and Raph Freedman. With a big fan-base in Australia, and now, a growing audience in the US, The MMP had 65,000 downloads in October 2016.
The witty banter and insightful presence of Lachy and Raph makes it easy for CrossFitters and people in the wider fitness community to become loyal listeners.
The MMP commissioned me to create a simple, bold, typographic logo that was versatile and could be used across all mediums - from their podcast profile image to social media, website, apparel and most recently, a large printed banner to be put up in gyms.
“Elisa Guth Design has been an integral part of taking The Mind Muscle Project from a little podcasting hobby with less than 50 listeners, to the highest ranked podcast in functional fitness in Australia. Browsing through the iTunes store, it has been our clean cut logo that allowed us to stand out from the crowd and rapidly multiply our listenership.”
- Raph Freedman, Co-Founder + Host of The Mind Muscle Project
Photography by: reannajanephotography.com.au
Identity creation, logo design, print design, digital design, signage, apparel.
The Running Lab is the brainchild of Tim Bransdon, a life-long student of human movement and biomechanics.
Tim has an infectious passion for improving foot and body posture, strength and efficiency, as well as an incredible talent for teaching people how to better themselves through daily foot / toe exercises and teaching them to go barefoot, throwing out any restrictive coffin-like shoes that they, their partner or friends have ever owned.
When I met Tim, The Running Lab was already up and running (that’s actually how we met - I was attending his one day workshop). After getting to know Tim, seeing how cool he is and how passionate he is about his business, I could see that his business was far from what it deserved to be and was in desperate need of a make over.
Together we created a brand that is simple, powerful, bold and masculine. To achieve this, I used a rigid geometric font, bright colours and an icon that emphasised efficiency in movement.
From there we rolled the branding outcohesively creating everything from digital booklets, signage, apparel, social media, podcast image for the sub brand - StrongFeet Radio, certificates of completion, digital drill sheets and everything in between.
“Elisa Guth has single handedly transformed my brand The Running Lab. Along with my understanding of the concept of Brand Recognition. All of the simple and clean design work Elisa has performed for me is visually stunning but it is the deeper levels and purpose of each design that has Elisa on speed dial on my phone.”
- Tim Bransdon, Founder of The Running Lab
Identity design, digital design, graphic design, apparel.
The Butterfly Bowl is a womens only pairs CrossFit competition, created by The Mind Muscle Project, to support The Butterfly Foundation - a charity dedicated to helping Australian women with eating disorders and body image issues.
The brief emphasised that the event was created to bring women together, empowering them in their own environment (away from men) and celebrating a healthy body image. To achieve this, I incorporated bright colours, bold fonts and empowering event photography from the previous year.
We rolled the brand out starting with the event flyer and then moved onto social ad images, printed lane markers and apparel.
Logo design, digital design, apparel.
Starr Strength + Performance is a selective performance squad for CrossFit athletes motivated to reach their full potential. Owned and run by super coach Luke Starr (formerly CrossFit Active), Starr Strength is quickly setting the standard for athletic coaching within Australia. Through years of coaching and competition, Luke has developed his own high performance training systems and is passionate about sharing them with his selection of talented athletes
When it came to designing the logo, the goal for me was to create something simple, sporty, professional and established. Luke also has a history of coaching and playing rugby and I wanted his brand to reflect this.
Photography by: @thucdo.adventuress
Identity creation, logo design, print design, digital design, signage.
Spring St. Nook is a hole in the wall cafe set in the heart of Bondi Junction, Sydney. Owned and run by Angus Hannan, Nook is a crowd favourite amongst Bondi Junction locals and office workers alike. The cafe needed a logo that was simple, unique and clever to embody the daily rituals of drinking coffee as well as the fresh, paleo inspired superfood boxes and smoothies that Nook sells.
My approach for the logo was to come up with an icon that encapsulated exactly what Nook was about - getting your daily coffee fix. Using a textured, slightly distressed font, combined with the flying coffee cup I created a cool little typograhic lockup.
From there we developed the brand in preparation of the launch of the cafe - signage, a-frame, menus, large hanging menu board and loyalty cards - using simple, sleek design to create a laid back, cool vibe.
Photography by: Angus Hannan