Melbourne Offline 4 March 2024 - 22:03 New York Offline 4 March 2024 - 06:03 Chicago Offline 4 March 2024 - 05:03

HEAVIKO


With over 1 million followers across her social media channels, Meg Gallagher is a force in the women’s fitness industry. Heaviko was born out of the desire to champion Meg’s community and provide them with strength training equipment that caters to every lifter.

With over 1 million followers across her social media channels, Meg Gallagher is a force in the women’s fitness industry. Heaviko was born out of the desire to champion Meg’s community and provide them with strength training equipment that caters to every lifter.

The Blurr

How can we redefine the concept of strength for women without resorting to societal clichés? Our research revealed a significant oversight in the fitness market—in a male-dominated space, brands aren’t speaking directly to women engaged in strength training. To stand out in the category, we need to elevate inclusivity and diversity within the femme fitness community.

SERVICES

Creative strategy

Visual identity

Art direction

Naming

Tone of voice

The Blurr

How can we redefine the strength category for women without resorting to societal clichés? Our research revealed a significant oversight in the fitness market—in a male-dominated space, brands aren’t speaking directly to women engaged in strength training. To stand out in the category, we need to elevate inclusivity and diversity within the femme fitness community.

The Clarity

The directive was clear: forge a brand that transcends stereotypes, offering equipment for every lifter—regardless of where they stand in their training journey. Inspired by the harmonious tension between heavy lifting equipment and feminine aesthetic, Heaviko’s brand world utilizes a dense word mark paired with a refined typographic system built for expressive and lighthearted play. An assertive, colourful brand that stands out in a sea of stereotypical black and white landscape.  

The Clarity

The directive was clear: forge a brand that transcends stereotypes, offering equipment for every lifter—regardless of where they stand in their training journey. Inspired by the harmonious tension between heavy lifting equipment and feminine aesthetic, Heaviko’s brand world utilizes a dense word mark paired with a refined typographic system built for expressive and lighthearted play.

The Bureau

Creative Direction

Jessica Dimcevski

Art Direction

Alex Kimpton
Andy Webb

Naming

Jingleheimer

Animation

Zane Flynn

Photography

Courtesy of Heaviko