Instagram // Bēhance // Dribbble
No worries, everything’s uphill from here!
When Stefano reached out to me and told me about his idea of creating a training plan with a punk but minimal soul, aimed at busy workers who still want to prepare for demanding climbs, I’ll be honest, I nearly had a heart attack. But since I’m a people pleaser, I couldn’t say no, so my answer was: “Of course, no problem!”… And to think that my therapist keeps telling me I need to set boundaries.
Find more about it.
You can find more about this project on its Behance page. Technically it's also available on Dribbble but on Behance I curated it a bit more imho...
Anyway here's their website :)
In the beginning there were the questionnaires and interviews.
Since this project is not only about branding but also tied to a website that will eventually expand into a full-fledged training platform, I started with UX research that helped me define two personas based on a questionnaire and three interviews. From there, it was finally time to begin iterating on the branding and logo. I initially experimented with a somewhat stylized “PWP” type of lettering, but it just didn’t feel right. I presented it to Stefano (the client) anyway, pointing out that while it was functional, it wasn’t great in my opinion, and that I would have liked a bit more time to research and work toward a final version of the logo. A couple of days later, I suddenly recalled a theme that kept emerging in both the interviews and the brief: the need to convey the idea of a group or, more precisely, a subculture.
And in the end, God created Punk.
Stefano is a huge fan of punk rock. The main target audience is people born in the late ’80s and early ’90s, many of whom grew up listening to that genre in the area where Practice with Pro operates. On top of that, we needed something easy to sketch and that wouldn’t look out of place in a hiking setting. I roughly sketched a flag, a symbol of a goal that has been reached, which just made sense. From there, I shaped it into a letter P for Pro, and everything else naturally fell into place.
It’s punk by nature, it doesn’t need to be perfect.
The whole concept stems from the punk principles of emphasizing individualism, creating one's own culture, taking initiative, celebrating personal expression, freedom, and authenticity. These values shape not only the design but also the way the program approaches training: challenging conventions, rejecting the idea that only elite athletes belong on difficult trails, and building a community that values self-expression as much as performance.
Did we conquer this peak?
It’s too soon to tell since the project is still in its early stages, so we’ll see what the future holds for Practice with Pro. For now, you can check out a stripped-down version of the website here, but a full-fledged site is already on the horizon. Oh, and there’s also an Instagram page :)