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a story about
redefining visual storytelling
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“We don’t want to tell our dreams. We want to show them.” - Cristiano Ronaldo
Chapter 1: The Ask
Flow State Creative emerged from a desire to evolve beyond its initial branding as S&L Content. Lauren and Shawn sought to build a brand identity that encapsulated their dual experiences as athletes and creatives, emphasizing their niche expertise in fitness and wellness. They required an aesthetic that conveyed their dynamic energy and professional edge while reflecting their editorial finesse and passion for visual storytelling.
Chapter 2 : The Exploration
Our creative exploration took us back to the nostalgic vibe of a NYC studio in the late 90s and early 2000s, blending retro charm with modern sensibilities. Drawing inspiration from old-school sports photography, we developed a concept that bridges the raw energy of fitness with the sophistication of editorial design. This mindset informed every element, from typography to brand iconography, ensuring a seamless connection between motion, emotion, and creativity.
Chapter 3 : The Magic
The brand’s typography balances classic serif fonts with contemporary sans serif counterparts, representing the harmony of tradition and modernity. A nostalgic yet timeless “F” icon symbolizes the interconnectedness of movement and creativity, akin to a track that loops seamlessly. The color palette draws from muted tones, evoking the raw energy of old-school sports while maintaining a modern, polished aesthetic. Every design choice reflects the intention to capture the rhythm and fluidity of the creative process.
Chapter 4 : The Results
Flow State Creative now boasts an identity that embodies its mission of merging athleticism and artistry. The foundation has been laid to scale into a creative production house and, ultimately, an agency presence in the fitness and wellness space. The refined logo, cohesive typography, and editorial-inspired visuals position Flow State Creative as a dynamic force, ready to capture motion and evoke emotion for industry-leading brands.
