Dirty South Iron.
DSI Identity Design
Back in 2016, my friends Erica and José asked that I develop a logo for their start-up, heavy-lifting gym based in New Orleans. They needed a logo that communicates NOLA-born weight-lifting, so I combined the shape of the Mississippi River as it bends through the city with a deadlifting weight.
The weight appears to be forcibly bent into the shape of the Mississippi River, conveying the strength one might cultivate while working-out at Dirty South Iron. They loved the design and I could not be happier for their new business!