Krypteia SOF | Work | Lifted Pro Creative

Client: Krypteia SOF
Sector: Online fitness training
Year: 2020 to 2021
Scope: Identity, apparel, campaign artwork, brand style guide

The problem

An online training company founded by Canadian military veterans. They needed a brand with real weight behind it, not the usual fitness look.

The approach

I built the mark by combining a Spartan helmet with Canadian forces insignia, and pulled the palette from Spartan colours. The reference had to read as earned rather than decorative, because their audience would notice immediately if it didn't.

The system

What the brand is made of

Geometric Spartan helmet mask rendered in black with a faceted metal texture — The mask. Geometric and hard-edged, so it survives one-colour printing on apparel.

White line version of the mask with a spear and rifle crossed behind it — Crossed spear and rifle. Ancient and modern in one mark, which is the whole positioning.

Colour guide page showing gold, deep red and grey swatches with hex values on a black ground — Palette pulled from Spartan colours. Mostly black, deep red and olive.

Usage rules, so the mark stays right once it leaves my hands.

Illustrated warrior in tactical gear holding a spear, wearing the mask — Character work for campaign material.

In application

Out in the world

Charcoal t-shirt printed with a large white splatter-textured mask — Apparel

Deep red t-shirt printed with a white crossed spear and rifle running diagonally — Apparel

Illustrated figure in a red cap with head lowered, mask mark on the crown — Campaign artwork

Style guide page laying out the social media campaign with copy and imagery — Campaign direction

Product range

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Read the case study

At a glance

The problem

What the brand is made of

Out in the world

Dark Watchers