Flat Burn

Flat Burn came to the studio wanting to position itself against the overly motivational, neon-soaked aesthetic that dominates the fitness industry. Their product was serious and their audience was results-driven — the brand needed to match that energy. The identity stripped everything back to function. A bold, compressed typeface with zero decorative intent, a palette of flat black and burnt orange, and an art direction approach built around effort and form over lifestyle photography. A brand for people who are already in the room.