Brief / Alignment
October 2025
→ Primary Goal
Develop general visual direction for AMAX Speed Training to elevate and expand the brand’s visual presence, providing high-quality guidelines that connect with its audience, and strengthen AMAX’s ability to stand out in the athlete training space.
→ Project Deliverables
BRAND GUIDE (10 page pdf)
• Color Palette
• Typography System
• Tone of voice / Brand Personality Summary.
• Visual Direction / Moodboard (Photo/ Apparel / Reference)
• Two Apparel Mockups (Hat and T-shirt)
• Light social/ digital direction (Tone/ Layout/ Caption Examples)
• Color Palette
• Typography System
• Tone of voice / Brand Personality Summary.
• Visual Direction / Moodboard (Photo/ Apparel / Reference)
• Two Apparel Mockups (Hat and T-shirt)
• Light social/ digital direction (Tone/ Layout/ Caption Examples)
→ Keywords
→ Visual Benchmarks
→ Feedback
Cons:
Cons:
1. Too intense and literal. Close up of the face graphic feels too literal (with the detailed facial structure) and aggressive. Let's refrain from showing people, places, or things and instead use abstract imagery for a more refined and timeless look.
2. Too cluttered. The combination of edge text, central text, and bottom text, with the graphic in 1A, creates too much visual noise. More focused, understated, with fewer competing elements, instead focusing on one or two strong visuals. I would say to lead with a striking and clean graphic, paired with a subtle line of text on the bottom edge, almost like an easter egg.
3. The Gothic font is not consistent, but this can be easily revised. Ref. 03's font would be closer to what I would choose for a more upscale and modern feel.
→ Feedback
Pros:
1. Well-structured look
2. Conformance of the black. white, grey colour palette. Good balance with a lean towards blacks and greys.
3. Good use of the entire fan space.
4. Masculine feel.
5. Evokes the deep, mysterious, and immersive feeling well.
1. Well-structured look
2. Conformance of the black. white, grey colour palette. Good balance with a lean towards blacks and greys.
3. Good use of the entire fan space.
4. Masculine feel.
5. Evokes the deep, mysterious, and immersive feeling well.
Overall:
I would say to use more abstract imagery/pattern to evoke depth and mystery. The graphic should be striking, but never intense. Fewer competing elements for a cleaner composition, with one or two strong visuals.
I would say to use more abstract imagery/pattern to evoke depth and mystery. The graphic should be striking, but never intense. Fewer competing elements for a cleaner composition, with one or two strong visuals.
FYI: While the fan is circular, don't feel restricted to develop a symmetrical/centered design, just a thought.
