Rogue Fitness
Services → Branding • Digital • Livestream • Packaging
Industry → Sport • Athletic • Ecommerce
Rogue Fitness is the leading manufacturer of strength, conditioning, and fitness equipment. As a senior designer at Rogue, I’ve contributed to a wide range of design projects for print, digital, and branding. My work includes billboards, equipment branding and packaging, social media graphics, and livestream visuals for national and international events.
WEB
I redesigned the About Us page on Rogue’s website with a focus on optimizing the user experience. For more simplified storytelling, I restructured the page layout to make content more digestible for users and tell the Rogue story in a more engaging way. I incorporated elements to highlight Rogue’s brand values, as well as sections for career opportunities and company culture, to make it easy for users to explore job opportunities and learn more about Rogue.
WEB
The Milo is Rogue’s signature bicycle. With this being a new market for the business, it was important for the webpage
to highlight what makes the bike uniquely Rogue. I focused on showcasing the bike’s rugged design alongside its
high-performance features to effectively emphasize the durability, simplicity, and style that Rogue is known for.
LIVE STREAM
The Rogue Invitational is an annual fitness event that brings together top athletes from all over the world to compete in CrossFit and Strongman competitions.
I’ve designed graphics for the livestream coverage of the Invitational every year since its flagship event in 2019. My work focused on creating dynamic and engaging elements to enhance the live-viewing experience for the audience.
SOCIAL
I designed a series of social media posts for champions of Rogue’s flagship event, The Rogue Invitational. I also created posts for events featuring Rogue equipment and athletes. These posts generated more than 100k likes on Instagram.
The Fullsterkur Stone Guide was created as a companion piece to the Fullsterkur documentary, a film exploring the history and culture of heavy stone lifting in Iceland. I designed this 71-page guide to serve as a field manual for locating the famous stones and landmarks visited in the documentary, while also providing historical context about the country. To enhance and personalize the experience for guide users, I also included fillable pages for logging lift attempts and completions.
CSCA: Award of Merit in Print, Long-Form 2018
PACKAGING
Rogue’s premium jump rope, the SR-343 features custom-designed bearings for maximum velocity and consistent performance. When designing the packaging, I focused on emphasizing the product’s advanced features and reinforcing the brand’s commitment to quality and performance to appeal to serious fitness enthusiasts.
PACKAGING
The Ohio Bar 2.0S is Rogue’s quietest bar, created specifically for high-impact movements like cleans and jerks. To effectively differentiate the Ohio Bar from a standard barbell, I designed the product branding and packaging to highlight the bar’s unique specs and noise-reduction features.
EQUIPMENT BRANDING
I was responsible for creating bespoke endcap branding for Rogue’s top-of-the-line
Olympic lifting barbell: the Rogue Pyrros Bar — designed in collaboration with Pyrros Dimas, three-time Olympic gold medalist and the most decorated weightlifter of all time.
For the endcap, our goal was to convey Dimas’ impressive athletic legacy through design elements that celebrate his strength, country, and status as an international symbol of excellence.
I’ve designed several billboards to generate excitement for the Rogue Invitational, the brand’s annual strength event, and promote the launch of new color barbells. When designing these billboards, my goal was to quickly capture attention and clearly convey key messages to the fitness community.
BRANDING
I was tasked with designing championship belts for the Rogue Invitational, an annual strength event where athletes from all over the world come to compete in CrossFit and Strongman competitions.
To enhance their significance as trophies, these championship belts are attached to the weightlifting belts made and manufactured by Rogue Fitness.
Product Photography: Aaron Palko
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