We began by renaming Jason’s company to Defiant Human Performance. The name’s inspiration came from Jason's knack for going against the cultural health narrative. His advice and plans are based on science—not politically correct jargon. With a name like Defiant Human Performance, we needed a logo that would carry the same kinetic energy. Borrowing aesthetic details from the military symbols, we landed on the current eagle logo. The eagle is a symbol of freedom— defiant of the same force that holds the rest of us down.

Building on a militaristic aesthetic, we designed a dynamic color palette using black, white, and neon green. We then paired this palette with a bold typographic palette featuring TIMMONS NY and Forza as the primary typefaces and Exchange as a secondary serif. Partnering with Clay Goswick, we art-directed custom photography of Jason and some of his current clients we could use on his website and social media channels.

On-site and in-studio photography courtesy of Clay Goswick.