Jersey Strong

Work Out World came to CSA interested in combining their successful chain of gyms with their philanthropic work in the northern Jersey shore. The Jersey Strong foundation had helped rebuild the shore after Sandy and they were looking to tie that mission closer to their business. We helped turn their membership base into a tight knit community gym that gives back to northern New Jersey. I lead the brand toolkit design and environmental graphics on this project.


Client: Jersey Strong
Agency: Carbone Smolan Agency
Role: Design Director



Art Direction

Brand Guidelines


Brand Toolkit
The message is baked into the name and mark. The new identity is bold strong and drawn to work together. Each letterform fits into the simple iconic mark. The overall toolkit uses typography and messaging to build community and strength among members. The flexibility of the typography allows Jersey Strong to express a variety of voices in their audience.


Environment Graphics
The messages really come to life in the gyms where language from members describes what Jersey Strong means to them. The typography is wrapped around the gym to create a strong community in each location.


Selected Works

Moda SansType Design

Mystic Seaport MuseumBrand Identity

BCG Though LeadershipBrand Identity, UX, UI Design

Atelier ArmbrusterBrand Identity

Studio 2xBrand Identity

Zero400 StudiosBrand Identity

TapestryBranding, Art Direction, Web Design

Serrala PaymentsBrand Identity

Nizuc Resort & SpaArt Direction, UX/UI Design

Brisas GroupBrand Identity

White & CaseEmployer Brand

Credit SuisseBrand Refresh

Marks & LogotypesBrand Identity

Daniel Irizarry

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© 2020 Daniel Irizarry All Rights Reserved
All company, product, and service names, logos, and brands are property of their respective owners and are for identification purposes only. Use of these names, logos, and brands does not imply endorsement.