Fitness Ventures LLC - Crunch Fitness, 2024-Present
Fitness Ventures is one of the largest franchise operators in the Crunch Fitness system, managing a portfolio of more than 90 locations across the United States. As the organization's in-house designer, I was responsible for developing scalable creative systems that could be deployed across a wide range of marketing channels, facility environments, and regional market requirements.
The work extended beyond individual campaigns to include multi-channel advertising, environmental branding, facility launch initiatives, in-club digital experiences, and brand-supporting creative designed to maintain consistency at scale. Projects regularly required adaptation for localized markets, compliance-specific regulations, and diverse member demographics while preserving a cohesive brand experience across the portfolio.
The following work highlights a cross-section of campaign development, environmental design, and brand implementation created to support member acquisition, facility growth, and operational marketing efforts throughout the Fitness Ventures network.
Fitness Ventures is one of the largest franchise operators in the Crunch Fitness system, managing a portfolio of more than 90 locations across the United States. As the organization's in-house designer, I was responsible for developing scalable creative systems that could be deployed across a wide range of marketing channels, facility environments, and regional market requirements.
The work extended beyond individual campaigns to include multi-channel advertising, environmental branding, facility launch initiatives, in-club digital experiences, and brand-supporting creative designed to maintain consistency at scale. Projects regularly required adaptation for localized markets, compliance-specific regulations, and diverse member demographics while preserving a cohesive brand experience across the portfolio.
The following work highlights a cross-section of campaign development, environmental design, and brand implementation created to support member acquisition, facility growth, and operational marketing efforts throughout the Fitness Ventures network.
Creative Direction: Justin Connor
Graphic Design: Justin Connor
Graphic Design: Justin Connor
Warner Music Group
2019–2020
merchandise, and single artwork while contributing to the identity rollout for SP5DER Worldwide. Work included artwork for Lil Keed’s
Billboard-charting single “Fox 5” and multi-market tour executions across North America.
Art Direction: AJ Greene
Graphic Design: Justin Connor
Sony Music Entertainment
2020
The concept centered on reinterpreting the iconic “I ♥ NY” mark — replacing the heart with a silhouette of Yams’ facial birthmark. A universally recognized symbol became a personal tribute, instantly understood within the room without explanation.
The hoodie was designed as a complete garment system: a high-contrast white base for visibility on stage, a bootleg-inspired back graphic grounding the event context, and a sleeve detail adding depth and collectibility.
Featured by Hypebeast as part of the exclusive Yams Day 2020 drop and worn on stage at Barclays Center. The event raised $200,000+ for the Always Strive & Prosper Foundation.
Graphic Design: Justin Connor, Hannan Hussain
Chromatique Lab
Founder & Creative-Director
2015-Present
Founder & Creative-Director
2015-Present
Chromatique Lab is an independently developed ready-to-wear brand built as a unified visual system across product, campaign, and environment.
I led identity design, product direction, and campaign production — establishing a typographic and color-driven language applied across apparel, digital platforms, and physical placements. The brand achieved organic cultural visibility through artist wear, editorial photography, and street-level installations.
I led identity design, product direction, and campaign production — establishing a typographic and color-driven language applied across apparel, digital platforms, and physical placements. The brand achieved organic cultural visibility through artist wear, editorial photography, and street-level installations.
Photography: RAYSCORRUPTEDMIND, Sinister Mind, Justin Connor
Only the Midnight Watches
GONE MⒶD Records
2019
The typographic system was deployed consistently across every touchpoint — album packaging, event posters, streaming graphics, and billboard. A fully independent release executed with the visual coherence of a major label campaign. The polaroid session photography added a raw, documentary layer that grounded the aesthetic in the artist's world and set the tone for an ongoing creative partnership that continues through every release.
The campaign culminated in a listening event at Downtown Arts Collective in Orlando, the artists hometowns — accompanied by a pop-up shop with original merchandise designs printed specifically for the release — and a billboard placement alongside
a full rollout across Apple Music, Spotify, and Tidal.
Graphic Design: Justin Connor
Photography: Tahneek Rahman
Justin Connor
Art Direction + Brand Design
Curently @ Crunch Fitness
justinconnor@mail.com
Art director and brand designer with over eight years of experience developing culturally relevant brand systems across music, fashion, and consumer brands.
My work spans global music releases, artist merchandise and tour campaigns, and integrated brand initiatives across digital, retail, and live environments.
Currently leading design at Fitness Ventures — Crunch Fitness, overseeing creative across 100+ locations while collaborating with artists, labels, and brands including Sony Music, Warner Music Group, and YSL.
Education
The University of Central Florida
B.A. Visual Arts & Emerging Media Management
2019
Crunch Fitness
Sony Music Entertainment
Warner Music Group
Universal Music Group
AWGE (A$AP Rocky)
Young Stoner Life Records
National Mango Board
The Migos