SCOPE

Creative Direction
Visual Identity
Photo and Video Art Direction
Web/UI Design
Email Design System
Social Media Design
Motion Graphics Direction

COLLABORATORS

Creative Director: Trevor Hacker
Brand Marketing Director: Rachel Casciano
Copywriter: Meddy Hurd
Athlete Photography: GL Askew II, John Jefferson IV, Elija Hernandez
Product Photography: Lindsay Kreighbaum
Motion Designer: Joseph Shaw
Illustration: Erskine Art Studio
Digital Product: Vince Capparell and Moses Song
Lifecycle Marketing Manager: Madeleine Kanazawa

RESULT

December 2020 – Acquired by Openfit / Beachbody.

February 2021 – Part of three-way merger between Beachbody, MYX Fitness, and Forest Road Acquisition Corp.

Press
CNBC
Bleacher Report
Wall Street Journal

LADDER: LOGO

As the core element of any brand I started with the logo. I worked to improve the icon and typography— fixing letter spacing, angles, and the vector construction to make sure it would reproduce better at all sizes and in all mediums.

There were a variety of improvements that were made to the LADDER logo including making sure circular elements were geometric, eliminating sharp points and jagged lines, re-drawing with Bézier curves, and other optical adjustments.

I cleaned up the typography of the LADDER wordmark. The apex of the “A” was awkwardly drawn and didn’t feel like part of the typographic family. The “L” was spaced too far to the left and in some applications looked like “L ADDER”.

I worked with video editor Joseph Shaw to create animated logo sequences for use on all branded motion content.

LADDER: BRAND AUDIT

I conducted a brand audit and started to dissect which elements of the brand were working and which ones were not. I discovered many different typefaces, colors, photography styles, and layouts that were the product of having multiple agency brand books and freelance designers which created a lack of a unified brand expression and vision. I led weekly brand workshops with the entire company to walk though proposed changes in our identity as well as have collaborative discussions about the evolution of the brand. The goal was to highlight the strengths and weaknesses of the existing LADDER identity and define what was “on-brand” and “off-brand.”

LADDER: Brand Book

The LADDER brand book was re-built from scratch and includes a revised brand story, positioning, voice/tone, and visual identity guidelines inclusive of logo usage, typography, color, photography, iconography, and illustration.

LADDER: Iconography

LADDER: ILLUSTRATION

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In collaboration with Erskine Art Studio, we developed an illustration system style guide for LADDER #workoutwednesday themed Instagram posts.

LADDER: ATHLETE Photography

Everyday Is Game Day: I directed several photo shoots to reflect the grit, emotion, drive, and ambition of LADDER athletes and tell to their stories with authenticity.

Undefeated junior flyweight Seniesa “Super Bad” Estrada, Photographed by GL Askew II
Darnay Holmes, Cornerback for the New York Giants, Photographed by Elija Hernandez
Hunter Greene pitcher for the Cincinnati Reds, Photographed by Elija Hernandez
Ultramarathoner Bec Wilcock, Photographed by John Jefferson IV
Team USA Water Polo player Johnny Hooper, Photographed by John Jefferson IV

LADDER: Product Photography

I collaborated with photographer Lindsay Kreighbaum to develop branded product photography for use across all channels including e-commerce (PDP, PLP), email marketing, paid and organic social.

LADDER: home page

Updated the LADDER home page to be consistent with the visual identity in collaboration with product designers Vince Capparell and Moses Song.

LADDER: EMAIL SYSTEM

I collaborated with the Lifecycle Marketing and Digital Product team to develop branded email templates as well as provide creative direction, layouts, and design for weekly marketing emails.