Paradox is a private boutique health and fitness studio. As well as offering one-to-one personal training, the Paradox team creates bespoke nutrition plans for their clients. Other services include massages, beauty treatments and a select range of health products.

The brand identity utilises a visually paradoxical typeface which draws the eye in on its seemingly impossible form. In addition to the brand typeface, we introduced a series of relevant (verbal) paradoxes which form the promotional material.