In 2015, David Alexander founded DBC, a cutting-edge fitness company built by applying the fundamental principles of biomechanics to customized training programs.
Champions Design partnered with David to launch that brand in Miami. Now ten years later, Champions is launching his personal brand worldwide. As David expands his career beyond personal training to include authorship and public speaking, he needed a new logo for a more personal brand.Logo, Motion A building block shape found everywhere in nature, the hexagon carries a strong association to biology and science. Similarly, David Alexander’s approach is holistic and rooted in biomechanics.Champions explored a number of visual directions focused on fitness, science, organic matter, and the human form. In the end, it all came back to the hexagon. The connection needed to be subtle enough to keep the two brands distinct, but meaningful enough to tell a story. TeamPartner: Jennifer Kinon Design Director: Michael McCaughley Designer: Michael Penda Strategist: Paulina Alvarado Serrano Producer: Haley Kattner Allen