• • Concept
  • • Art Direction
  • • Design and Layout
  • • Web Development

The Overview

The GRAVITYSystem® is a revolutionary turn key business paradigm you use to consistently draw new interest and attract greater profits. GRAVITY’s unprecedented integration of four business components—programming, equipment, education and marketing support—is the core of its magnetic pull. Encircling the GRAVITYSystem are four disciplines that drive profits —group strength classes, Pilates, personal training, and post-rehab—all on the GTS® machine. GTS has taken the health club Industry by storm in North America, Europe and Australia.

The Challenge

The challenge lived in the roots of the name Total Gym. Total Gym is known for its infomercial fame, one that speaks to millions of home-use consumers.

The Solution

I developed a set of graphic rules for the consistant usage of the logomark. For easy exchange, I created a pdf document with all the standards for color, size, usage, placement etc. This allowed all the development parties to visually understand how our mark was to be used, and to share in the vision of the look and feel as we moved into the comp stages of the development of the website.


Untitled Document


I am an art director, web designer & filmmaker originally from Los Angeles, CA, now residing in Chula Vista Ca. Working on brand strategy and corporate identity are passions of mine. I beleive that every company has a personality and that properly crafting its presence in the marketplace can increase a company's profitability.



2013 | Olympian High School Leadership Award
2009 | Davey Award
2008 | Communicator Award (3)
2007 | American G D Award (2)
2006 | Davey Award
2005 | efi Outstanding Achievement
2005 | Davey Award (3)
2005 | American In-house Design
2005 | American G D Award (3)
2004 | American G D Award (2)
2004 | The Creative Show - Silver
2003 | efi Outstanding Achievement
2003 | Telly Award
2002 | efi Leadership Award