Foundry
Heavy industry, for the body.
Foundry Athletic Club took over a 24,000 sq ft former tool-and-die works in Detroit's Milwaukee Junction and turned it into a serious strength gym — barbells, platforms, sleds, no mirrors. They needed a site with the same conviction: one that screens for the right members instead of selling to everyone, and carries the weight of the building itself.
What we set
out to do.
Industrial, typographic, uncompromising.
We built Foundry around heavyweight condensed type, a concrete-and-steel palette and a single safety-orange accent, over full-bleed photography of real lifting. Blueprint-style section markers, map coordinates and 'FIG.' captions treat the gym like the machine shop it used to be — while Programs, Rates and the application each get a clear, no-nonsense page.
It reads the way the gym feels — no fluff, no mirrors, all work. It filters for the people we actually want on the floor.
Solene
Ready to start yours?
We respond within 24 hours.
Foundry is a concept project created to showcase our work — not a real company.