Branding ·Graphic Design · Packaging · Web Design · Motion Graphics · Video Editing

Total Max Fitness was built from the ground up as a premium fitness brand, where I led the development of its visual identity and creative direction across all touchpoints. From logo and brand system to website design, product packaging, and marketing materials, I created a cohesive, high-end look designed to drive engagement and growth. I also played a key role in content production, supporting video shoots, editing, and art direction for digital workouts and YouTube, helping expand the brand into a digital-first platform during COVID. This evolution increased visibility and contributed to the client’s rise as a top trainer on iFit, demonstrating the impact of strong, consistent branding across both physical and digital experiences.

Text saying 'Take it to the MAX!' in bold blue and black font on a dark blue background.

Max 30

Max 30 was the first fitness program created under the Total Max Fitness brand, where I designed all supporting materials including branding, packaging, box design, and sales collateral to establish a cohesive, premium visual system that continues to define the brand today. I also collaborated on video production, assisting on set and working with editors to develop and integrate branded graphics throughout the program.

Promotional poster featuring a smiling man in a blue sports jersey with the text 'Max 30' and 'Toby Massenburg' on a blue background.

Flyer promoting 'Max 30' fitness program by Toby Massenburg, featuring a photo of a smiling man in workout attire, with images of people exercising in a fitness studio.

IGNITE & AFTERBURN

Ignite and Afterburn were developed as a dual-release fitness program designed to work in tandem, building on the established Total Max Fitness brand. I led the visual execution across both programs, designing all graphics, packaging, and sales materials to ensure a cohesive, high-impact system that reinforced the brand’s premium, performance-driven identity across multiple products.

A smiling man wearing a sleeveless pink athletic shirt, standing in front of a black background with red neon-style text that reads 'IGNITE' at the top. Additional red text on the left side says 'Spark your metabolic engine!', and at the bottom, red text reads 'with Toby Massenburg'.

A smiling man in a yellow sleeveless shirt standing with arms crossed in front of a black background with orange glowing text that says 'AfterBURN'. Additional text in black and orange on the right side reads, 'Light the Fire. Feel the Heat. Earn your AfterBURN!'. Large orange and black text at the bottom says, 'with Toby Massenburg'.

Promotional flyer for a fitness program called "Ignite with Toby Massenburg." The front side features a smiling man in a pink sleeveless shirt, with bold red and black text. The back side includes a photo of a diverse group of people in workout attire, a picture of Toby Massenburg, and descriptive text about the fitness program, highlighting high-intensity interval training and Toby's credentials.

Front cover of a fitness DVD titled 'AfterBURN with Toby Massenburg.' The cover shows a smiling African American man in a yellow sleeveless shirt with crossed arms. The background is dark with warm lighting, highlighting his muscular build. The title and motivational text are in bold orange and black fonts. The back cover features several photos of the instructor performing various exercises, and a description of the workout program and instructor's credentials.

Advertisement poster promoting a fitness or workout supplement called Ignite and Afterburn, featuring photos of a smiling man in a pink shirt and a yellow tank top, with bold red, orange, and black text.

CHISELED

Chiseled was the third and final DVD release under the Total Max Fitness brand before the shift to streaming, continuing the established premium visual system. I led the design of all graphics, packaging, and sales materials, ensuring consistency across the product line while refining the brand’s strong, performance-driven aesthetic for its final physical release.

Smiling muscular man holding a dumbbell in a gym, with the word 'Chiseled' in metallic letters behind him.

Cover of a fitness book featuring a male fitness trainer, Toby Massenburg. The front shows him smiling, shirtless, holding a dumbbell in one hand. The back has an image of him boxing, shirtless, in a fighting pose.

Total Max Fitness Website

I designed and built the Total Max Fitness website from the ground up, creating all pages, layouts, and visual assets to deliver a cohesive, brand-driven digital experience. The site was designed to be clean, high-impact, and conversion-focused, serving as the central hub for programs, content, and client engagement.

Total Max Fitness TV

As the brand transitioned to digital, we expanded into streaming through YouTube and Instagram Live, shifting Total Max Fitness into a more accessible, content-driven platform. I led the visual direction for this phase, creating branded graphics, channel assets, and supporting content while collaborating on video production and edits. This move significantly increased visibility and engagement, ultimately helping position the client as a top trainer on iFit.