Train / Fight / Recover

San Diego, California

Project Type 

  • Brand
  • eCommerce website
  • Collateral


  • Web + UX design
  • Visual design
  • Info architecture

The Client

Train / Fight / Recover is a community-based fitness website offering resources and services for strength and conditioning coaches, military professionals, and first responders.

Brand Design

For the color palette, I opted for a vivid blue, contrasted with charcoal gray and white. The combination makes for a strong impression that suits the target audience. For a robust look, ultra bold sans-serif type is used throughout, with subtitles in a lesser weight.

The logo features a Phoenix icon to represent the strength and repetition of endurance training and field work. As the Phoenix is born, lives, dies, and is reborn, so too does one train, fight, recover, and repeat. 

Web Design // eCommerce Website

The website is chock full of features and useful info, and built around four main sections: 1) a podcast produced by TFR’s founders and featured guest experts, 2) an online store for specialized active gear, 3) integration of online fitness programs led by TFR experts, and 4) a multi-author blog with articles written by real-world health and fitness experts, active military members, and competitive athletes.

As a community-driven website, I included several contact prompts for viewers to submit their expertise in the form of articles, photos, goods, reviews, guest podcast features, etc. And a Mailchimp mailing list subscription was integrated to offer exclusive promos and other beneficial info. 

Visual Design // Collateral

Double-sided business cards were designed and printed on thick, black card stock with blue painted edges. I also designed a B2B promotional booklet for investment partnerships, and a lighter tri-fold brochure for general distribution. The booklet includes comprehensive website data and company growth plans presented in a highly visual format, with a wealth of action shots, technical mockups, and infographics. A second, B2C tri-fold brochure serves as an introduction to the core features of TFR, with visuals focused mainly on military and first responders.

Services and products provided:

Brand Design

  • Brand exploration
  • User personas
  • Color explorations / palette
  • Typography
  • Logo design


  • Discovery
  • User flows, purchasing journeys
  • Wireframing
  • Polished designs

Visual & Collateral Design

  • Business cards
  • Tri-fold brochure
  • Promo booklet
  • Photography selection and editing


  • Custom Mailchimp emails
  • Select copywriting

High Fidelity Designs