Ethos Athletic Club
Creative Strategy
Was taksed with mapping the user journey for Ethos Athletic Club merch site and wireframing the site to be customer centric.
Ethos Athletic Club, known for its merch, introduced the Conflict Crew sweatshirt, designed to look great on everyone. Spearheading the storytelling, I collaborated with two resilient trainers for a workout session that showcased both female and male perseverance.
Understanding the deliverables and intended use of visual assets, I planned and executed photoshoots with these factors in mind.
The goal was to bring the Hermes Hoodie to life, inspired by the messenger of the gods. To capture dedication and leadership, I featured gym owner Joey—who arrives before 4 a.m. daily, sets the tone with his workouts, and positively influences everyone at the gym—as the model.
