CP Training is a strength and performance coaching brand that empowers individuals to reach their physical and mental potential through custom training programs. With a focus on long-term growth over quick fixes, the brand needed to communicate expertise, discipline, and approachability — while appealing to a clientele serious about results.

Despite a loyal client base, CP Training lacked a cohesive visual identity and digital presence to support growth. The brand needed to clarify its positioning in a saturated fitness market, differentiate itself from mass-market gyms and influencer-led programs, and build a digital system that could scale — all while reflecting its no-BS, grounded coaching style.

Through a full brand strategy, identity, and website overhaul, we defined CP Training’s core values, tone of voice, and visual foundation — balancing strength with simplicity. The project included a rugged yet approachable identity system, wearable merch, and a fully custom website designed to streamline the user journey. From typography to motion, every element reinforces Chris's focus on real progress, personalized programs, and purposeful strength.