Create 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 these 5 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, the visual identity is sure to be remembered.
The typography in the mark reflects the icon—creating a cohesive logo.
Extending the brand beyond the logo, I sought to create visuals that mirrored the appropriate look and feel.
The project culminates with the website homepage—where everything comes together for a dynamic and meaningful experience.