Totem Strength

Unleash the Beast

Challenge

Build a powerful brand that communicates strength and intensity with a logo that athletes will be proud to wear and represent. In the Summer of 2018, Coach Trent Michels and his crew at Totem Strength (Charlotte, North Carolina) launched a remote strength and conditioning program teaming up with high-end athletes looking for high-end results. Their mantra goes: “We Build Athletes – You Unleash the Beast”.

Approach

Totem believed that the key to its initial legitimacy was a bold visual identity. Drawing inspiration from the Tlingit and Haida peoples of the Pacific Northwest, the brand is cast in a traditional teal, muted grey, and maroon. A fierce eagle icon is reminiscent of the bird ornaments atop totem poles. The main logo is supported by four hieroglyphs depicting Totem’s training regiments: Raven (endurance), Bear (power lifting), Wolf (tactical agility), Orca (hypertrophy).

Impact

The feedback for Totem was outstanding with its athletes adopting the eagle icon as their own. None could be happier than Trent: “Totem’s aesthetics are on the cutting edge of our industry.” Now armed with an identity, Totem Strength is off to the races to capture its market share.

Feedback

“Not going to lie, I lost my mind when I saw my logo paired with hieroglyphs icons.”

– Trent Michels, Head Trainer & Owner


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