lucas costa personal

Visual identity for a personal trainer, built to communicate strength, personality, and professionalism.

Context

Lucas Costa is a personal trainer focused on health, well-being, and physical performance, offering personalized training and guidance. The project aimed to strengthen his professional presence through a distinctive visual identity, while also creating a foundation for future digital products and online courses.

Problem

The identity needed to balance strength and professionalism with personality and approachability. The brand also needed to place Lucas's name and initials at the center of the identity while creating a visual language that could communicate energy, confidence, and ambition.

Creative Direction

The visual direction was built around attributes such as:
Strength · Professionalism · Modernity · Exclusivity · Energy · Confidence
The goal was to create a brand that felt technically credible without becoming overly rigid or generic.

Concept

The symbol combines references to a weight plate, Lucas's initials, and the power symbol, creating a visual connection between physical strength and personal identity.
A subtle reference to the name “Costa” is also incorporated into the concept, adding another layer of meaning to the symbol.

Visual Identity

The color palette combines a distinctive blue-green with neutral tones:

#009DAB
#EAE4E6
#2D333A

The main color brings personality and energy to the identity, while the neutral tones provide balance and versatility.

Typography

Poppins was selected as the primary typeface for its geometric construction, readability, and versatility across digital and physical applications.

Brand System

The identity was structured into a complete visual system, including:

Primary logo
Symbol
Logo variations
Clear space and protection area
Minimum sizing
Color palette
Typography
Graphic applications

The system was designed to ensure consistency as the brand expands across different touchpoints.

Outcome

The project transformed Lucas's personal attributes and professional positioning into a distinctive visual identity built around strength, confidence, and personality.
The result provides a solid foundation for his professional communication and future expansion into digital products and services.

year

2021

tools

Illustrator, Photoshop