ILUS , represents the word beauty, and their plan is to bring stylish and affordable exercise apparel to the modern women... they wanted something simplistic that draws attention yet doesn’t distract or overwhelm the clothing.

This for me epitomises clean design.... but you know me.... it has to have a story to bring it to life and this is some cool sizzle right here.

I wanted to create a brand that not only looked good, but was also aspirational and motivational and these details help that come to life.

1. The two arrows on top of each other is actually an old Viking symbol that means “create your own reality”... bringing that motivation I wanted.

2. The circle is symbolic of “the self”

3. The negative space arrow is a positive affirmation that they are going in the right direction.

These details are what make this brand more than just a “brand” it has become so much more... it’s a way of thinking and a motivational outlet.

Love it.