CREATIVE DIRECTION + ANIMATION + PHOTOGRAPHY + VIDEOGRAPHY
Located on 17th Street between 5th and 6th avenue, Throwdown NYC has quickly become THE fitness destination, selling out daily classes every week from group boxing to private training sessions. My task was to create an identity that resonated with people who shared the same fitness values and goal oriented mindset.
Inside the space, I hand painted the Throwdown logo onto a white wall for brand awareness, member selfies, and other promotional opportunities. It quickly caught on to be the most photographed part of the gym.
Photography was crucial and was taken into heavy consideration because of the over-saturated fitness world. Photos needed to stand out not only for social, but promotional items as well. I wanted to keep the focus away from the supermodels of boutique gyms / spin classes / crossfit garages. Natural, real, strong. Throwdown became less about the glamour, and more about the people.
Photography by Niki Loki.
Throwdown’s social presence is growing by the day and continues to add members. Their posts consist of a combination of live-action photography, member poses, and inspiration quotes from former legends of the boxing community.