What’s tougher than tough? Being an Alpha. As Life Time’s elite training brand, Alpha needed a brand that complimented the raw, hardcore look of its participants. And just like Roman gladiators, our gladiators deserved their own stadium.
Used for everyday training and special showdown events, our Alpha stadium came to life with gritty graphics, engaging illustrations, and bold colors fit for our toughest competitors. Beyond building a consistent brand, our striking use of black and orange also acted as a navigational cue for competitors during our intense events.
Outside of the stadium, the Alpha brand flexed its muscles through an equally hardcore website, and social media campaign.