A close-up view of a dark textured surface with a golf club shaft and a circular logo of a barbell with the text 'ABOVE THE BAR · CHICAGO, IL' illuminated on the surface.

ABOVE THE BAR

Defining the brand for a trans-founded, community-driven gym that reimagines strength through inclusivity, balance, and embodied well-being.

Brand Strategy
Verbal Infrastructure & Messaging
Visual Brand Identity
Digital & Print Collateral
Storefront Signage
Interior Layout & Design

Sometimes Deadlifts. Sometimes Deep Dish.

Magic Eight partnered with Above The Bar (ATB), a personal and small group training studio based in Chicago’s Bucktown neighborhood, to articulate a brand that challenges conventional fitness norms. As a trans-founded, Latino, and queer-owned business, ATB prioritizes creating a safe, welcoming space for all LGBTQ+ individuals and allies. Their philosophy emphasizes holistic health over traditional metrics, embracing the idea that true strength encompasses mental, emotional, and physical well-being. This inclusive approach is encapsulated in their ethos: "sometimes deadlifts, sometimes deep dish," highlighting the importance of balance and self-compassion in fitness journeys.

We translated this philosophy into a cohesive brand identity that reflects ATB’s commitment to community and empowerment. By aligning the visual and verbal brand with ATB's unique approach to fitness—where strength is measured beyond the barbell—we helped establish a distinctive presence in Chicago's fitness landscape, fostering deeper connections with current members and attracting those seeking a supportive, affirming environment.

Person in gym squat position with barbell on shoulders, wearing black shorts with writing, striped knee-high socks, and a grey sweatshirt with cartoon character and motivational text. Gym equipment in background.
Orange background with centered white text that reads "Your Neighborhood Gym".
Person wearing a blue hoodie with the slogan 'Deadlifts & Dip Dishes' and a cartoon pizza lifting a barbell, standing against a green wall.
Neon sign in blue reading, "sometimes deadlifts sometimes deep dish" against a black background.
Workout routine schedule displayed on a digital screen with sections for warm-up, agility, mobility, main lift supersets, push, and core exercises for a training program.
Store window decal for Above the Bar Chicago with the text 'Sometimes Deadlift, Sometimes Deep Dish' surrounding it.
Gym wall with workout instructions and motivational quote in neon lights, weightlifting equipment, and storage shelves.
Collection of circular stickers with various colors and text related to a bar. The blue stickers say 'Sometimes deadlifts sometimes deep dish,' the orange ones say 'sometimes barbells sometimes beers,' and the black ones feature a barbell icon.
Three framed posters on a white wall, featuring messages about social justice. The largest poster has colorful bold letters spelling 'YOU MATTER' on a black background. The top right poster has white text on a black background stating 'BLACK TRANS LIVES MATTER.' The bottom right poster has a black background with a white border and displays a triangle filled with multicolored text that reads 'trans people belong here'.
Empty gym with weightlifting equipment including squat racks, benches, weight plates, resistance bands, and medicine balls, with a digital clock on the wall displaying 2:28:35.
Smiling man in blue shirt holding a cinnamon donut over his right eye.
Blue water bottle decorated with cartoon hot dogs lifting dumbbells on a light green background.
Neon light art on a wall with Above the Bar's logomark.
Business cards scattered on a surface, with some blue and white cards featuring text.

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