Will Armijo is an extremely disciplined and motivated physique trainer and health and fitness consultant. He needed a brand that would help motivate his clients…one they could own and believe in. I designed a gritty identity that feels strong, tough and relentless. The name, I Am Will-Powered was a perfect fit. The logo works perfectly on a t-shirt, where Will and his clients can literally live out the brand. Will has successfully grown his business, placed in several competitions, has been invited to speak internationally and has helped transform the lives of many clients with dramatic outcomes. Will is definitely living the brand and sets an amazing example for his clients to follow.