Strengthen an Established
Fitness Brand.
Innovative Fitness
A leader in the corporate fitness industry and with multiple gyms in BC and Ontario, the brand is rolling strong. My job, assess multiple touch-points, align look and feel to build a more cohesive brand identity.
Role: Freelance Graphic Designer
What’s the story?
IF’s belief is healthy body makes a healthy mind, which Leads to productivity. They have a strong member base of (not limiting to) corporate executives. IF’s concept is encouraging and focused, they have a professional target audience in an energizing industry.
Asset Assessment
After learning about the company’s motivations and objectives, I performed an audit of existing assets (graphics and photos) and a site-visit to two locations; looking for areas of intervention around the gym, in marketing material and gear shop.
Gyms
Opportunity is abundant within the gyms to enhance the brand and experience. The order of engagement first had to be understood to develop the most effective messaging.
Exterior - pedestrians and drivers.
Entry/Reception - existing and potential clients, curious walk-ins.
Walk to Change Rooms - existing clients, probable clients.
Gym - clients in action.
Print Collateral
Most printed pieces are member facing (promotions found within the gyms) with occasional flyers/brochures for the general public. Refining the typographic hierarchy and font usage improves the delivery of key messages. Establishing a bold and dramatic photographic treatment to existing photography provides a distinct look that appeals to a wide range of demographics.
Gear
IF offers branded workout gear such as clothing, bags and water bottles. Designs are applied to align with the look and feel of gyms and print material. Clean and minimalistic graphics allows the gear to be used in a more casual way beyond the gym.
Secondary Branding
IF requires secondary branding to promote additional offerings and events. These brandings must align with the overall look and feel. The two I created are for their 25th anniversary and when the pandemic hit, they had to quickly shift to an innovative online personal training offering which they call Direct.
Work
