What The Fit

Youtube Originals  •  Branding

Kevin Hart: What The Fit is a new original comedy series streaming exclusively on the comedian’s own Laugh Out Loud Network YouTube channel. The series features Kevin Hart and celebrity guests as they take fitness to another level exploring some of the most unconventional workouts imaginable. Since it’s premiere in early 2018, the series has been a massive hit with more than 9 million views on the first episode alone.

Client

Lionsgate / Pulse Creative / YouTube

Design, Animation, & Direction

Midnight Sherpa

Team

Miguel Lee (CD)
John Kim (CD)
Christopher Ahn (EP)
Mier Lee (Design Lead)
Lynn Choi
Julia Conley
Serena Jorif
Justin Leung

Brand Recognition for a Digital Ecosystem

Midnight Sherpa worked in conjunction with Pulse Creative, Lionsgate, and YouTube to create the entirety of the show’s brand identity. The clarity of brand recognition in a large digital ecosystem was critical in the overall design process. A comprehensive graphics package and brand guideline were created in consideration across multiple platforms. The unscripted irreverent nature of the show prompted the visuals to be centered around dynamic, gestural typography and bold tones. The logo is a juxtaposition of loose brushstrokes and block letters reflecting the unabashed spirit of the show. The result was an edgy and bold aesthetic just as unapologetic as the series itself.