Break
&
Build
Problem Objective
Gym-goers, especially Gen Z, often feel overwhelmed by pressure to be perfect. Much of the fitness content they see focuses on aesthetics and “before-and-after” snapshots, ignoring the hard, messy middle where real growth happens. The challenge is to create an authentic, motivational visual response that celebrates the journey, not just the outcome.
Concept Solution
A bold poster series designed to reflect the true gym transformation process: discipline, resilience, and progress through discomfort. Using strong typography, each poster acts as a motivational checkpoint, reminding gym-goers that transformation happens in the break and rebuild, not just in the visible results.
Posters
This poster series captures the raw, emotional journey of gym transformation, focusing on progress, discipline, and resilience over perfection. Bold, heavy type pairs with softer fonts to reflect the tension between physical strength and mental vulnerability. Each design delivers punchy, motivational messages that remind gym-goers they’re not alone. Whether displayed solo or as a set, the series brings a strong visual punch to gym spaces, reinforcing that real transformation happens in the messy middle, not just in before-and-after pictures.
Rationale
This project explores gym transformation as a milestone of mental, emotional, and physical growth. It’s about showing up, pushing through discomfort, and embracing progress over perfection. Aimed at Gen Z gym-goers, the challenge was to create an authentic, motivating visual response that captures the tough, messy middle—not just the before-and-after. The final poster series pairs bold, heavy type with softer secondary text to reflect the tension between strength and vulnerability. Each piece is designed to inspire, motivate, and remind gym-goers they’re not alone in the grind. A celebration of progress, not perfection.