Basement, a boutique gym in Los Angeles, was founded on the unique concept of turning a commercial basement into a high-end workout space. I was brought on to help develop the business from the ground up; I handled the branding, interior design, photography and marketing. The target audience was upscale clients and workout fanatics alike. That meant clean, simple design in the space with a focus on the presentation of the equipment. The logo reflects an elegant toughness with modern cues, hard lines and the incorporation of a classic olympic barbell graphic.