RUSH ATHLETICS: ELEVATE  

RUSH ATHLETICS is a slick, trend-setting fitness and lifestyle brand, who’s skipping rope [The Money Rope] has been photographed in the hands of champion boxer, Floyd Money Mayweather. SOFIA SABELLA has been working with RA for several years, designing lifestyle/clothing ranges, product branding and packaging, promotional material, photo editing, web design and much more.

Working on ELEVATE was a standout and very exciting opportunity.

BRIEF: to create a unique altitude training mask aesthetic, combining the technology created and patented by RUSH ATHLETICS along with concept, branding and packaging.

The project began by brain-storming names, which lead me to create the ELEVATE brand; logo, arrows, colours and packaging concept. We chose to stay close to and in-keeping with the RUSH ATHLETICS brand and product catalogue.

I then drew hand and CAD sketches of the proposed mask, integrating the arrow concept set out in the initial stage into the mask grill.

I designed the box/lid packaging as per the manufacturer’s specs in two colour options (dark or light version). Achieving the desired mountains and clouds entailed meticulous photoshopping, layers and processes, as the original photoshoot was against a wall.

The ELEVATE mask is a complex product that requires a manual/user guide. I designed this to be very simple and easy to get read through, illustrating where necessary and breaking down content and information. I finalised layout, content, imagery and branding.

Final product, packaging and guide.

I created the above campaigns to promote ELEVATE on RushAthletics.com (designed and managed by SOFIA SABELLA), and social media. Using Photoshop and Illustrator I was able to create interesting, informative and emotive content.