Creating a conceptual brand for a 24/7 gym—implementing witty messaging, thoughtful strategy, and stunning visuals.
Given that the gym is always open, I thought it would be wise to use this to tell a compelling story. Playing a crucial role in the brand, the messaging was important to flesh out first. After brainstorming, I narrowed my list down to 5 key messages.
A Workout that Works for You
Work Out When It Works Out
Fit, In Your Schedule
The Gym that Never Skips Your Workout
Nobody is the same. No body is the same.
The logo incorporates a “G” and “F” (in the negative space), while also implies the idea of a flexing arm. Strong and clever, much like the brand messaging, the visual identity is sure to be remembered.
Extending the brand beyond the logo, I sought to create visuals that conveyed the appropriate look and feel.
The project culminated with a website homepage—where all the elements come together in refreshing way.