Identity & motion for Fitness Plus Gym

Overview

A gym relaunch with a fresh identity that lifted annual memberships.

The challenge

An aging gym fully renewing its equipment needed an identity to match — plus a relaunch campaign to win back former members and attract a younger crowd.

What we did

• A dynamic identity with sharp angles and bold colors for the new audience.
• Identity rolled out across signage, apparel, cards and the gym façade.
• A relaunch motion video spotlighting the new equipment and trainers.
• A 'founding members' offer created urgency for early sign-ups.