Client
The Gym Group
Role
Junior Designer
Services
Brand Strategy
Brand Identity System
Brand Assets & Guidelines
TOV & Messaging
Motion Design
About Project
We partnered with The Gym Group to completely redefine their visual identity and establish the business as a strong, recognisable brand ahead of a relaunch and major growth push. Working closely, we helped them identify and define the company’s core truth of inclusivity — motivating those who may historically have been too intimidated to work out in gyms and those in the early stages of their fitness journeys.
Creating connection and community
The fresh, distinctive look was designed to emphasise their proud mass-market appeal, setting them apart from competitors as they geared up to launch over 40 new sites in the UK in the upcoming year. This new identity vividly conveys the concepts of connection
and community, reflecting the welcoming nature of their gyms. A vibrant and distinctive refined colour palette speaks to their lively spirit of togetherness.
Record brand awareness
With all 230 open sites rebranded externally, local unprompted brand awareness within 1 mile of their gyms hit “a record high”, as did online brand search. Meanwhile, positive attribution to The Gym Group increased by 22 percentage points (compared with 2021, pre-rebrand).
Gym Group Sans
We partnered with Colophon Foundry to create a distinct geometric typeface that instills a feeling of dynamism and movement into the brand. The font consists of 170 unique flowing ligatures which further represents the power of connecting as a group.
