Life Time Fitness
Life Time Fitness athletic events promote and produce premiere running, cycling and triathlon events for it's members and others, creating amazing life experiences. But it is sometimes difficult to find which event might be best suited for you. Life Time asked us to help organize over 100 different events into a graphic language that can be easily understood. The flexible system needed to cover not only event types, dates, times, levels of difficulty, terrain, but it needed to capture the tone and feel of each event.
Exploration let us to create a variety of information tiles that could take various shapes and sizes. Icons would become standard but photography, colors, copy writing would allow for endless variations in feel.