FOR IMMEDIATE RELEASE

PowerBuilding: A Data-Driven Fitness Brand Identity Fusing Science, Strength, and Style

PowerBuilding, conceived by designer Anton Bukoros, is a comprehensive brand identity project for a New York fitness initiative that integrates scientific research with strength training. Developed between November 2020 and January 2021 in Kyiv, Ukraine, the project's visual language draws inspiration from laboratory environments, technological interfaces, and the dynamic energy of superhero and space exploration themes. The result is a brand identity that is both functional and visually captivating, reflecting the project's commitment to experimentation and precision.

The PowerBuilding identity stands out through its distinctive use of graphic elements: circles symbolize nutrition, zigzag lines represent health, and straight lines denote strength training. Bukoros combined a bold, extended grotesque typeface with a monospaced, tech-inspired font to convey both power and a scientific approach. To differentiate PowerBuilding in a saturated U.S. fitness market, a striking red-to-blue gradient was employed, moving away from traditional color schemes and establishing a memorable visual presence across digital and print platforms.

Extensive research underpinned the design process, including market analysis, competitor benchmarking, and in-depth interviews with athletes and potential users. This user-centric approach enabled Bukoros to address key pain points and craft messaging that resonates with both business owners and clients. The brand identity not only communicates core values and attracts attention but also ensures clear, high-quality information delivery. The innovative visual system contributed to PowerBuilding's recognition at the 2025 A' Design Awards, where it received a Bronze accolade for its creative ingenuity and positive impact on the fitness industry.

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