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The Challenge

Canada Powerlifting Union brings the biggest National Powerlifting and Bench Press Championship to the entire great white north, having over 500 competing athletes to Calgary, Alberta. While “Power” and “Strength” are the two important feelings to evoke, Calgary’s “country” and “cowboy” feels are another aspect to the event’s growing image of celebrating the dynamics of Strength Sports that pay homage to the culture and people within.

The Solution

While contextually on polar opposites, the embedded masculinity of Strength Sports and the machismo of the cowboy culture fuses seamlessly together, allowing an elaborate illustration of the fusion without sacrificing any elements on either side. This called for an assembly of categorical elements without looking too “literal,” just enough for the event to meet at a bliss point between two main aspects that make up the whole.