INFO
Shut Up! Fitness line is a line of activewear for YouTube channel, Smosh.
— PROJECT NAME
Shut Up! Fitness
— ROLE
Art Direction
Graphic Design
Branding
— DATE
January 2022
Creating an athletic line for a non fitness YouTube channel had its challenges. One of the main challenges was how to create fitness wear for a comedy channel. I stuck with one of Smosh’s older IPs of the “Shut up!” intro and recreating it in the fitness line color palette.
I was the creative director for the commercial created that was used as an intro bumper for Smosh youtube videos. The concept of “doing whatever you want” came up when trying to find a way to market fitness wear to both people who want to workout, and people who want to lounge around in workout clothes.
The Shut Up! branding kept close to the Smosh IP without needing to include current Smosh logos, so the brand can live and grow on its own.
