overview
Create a brand that addresses an unmet need or gap in the market.
The Problem
Serious gym-goers struggle to find affordable gyms that offer both high-quality equipment and the specialized gear they need, without compromising on aesthetics
The Solution
Develop a gym brand for people who specialize in bodybuilding, powerlifting, and Olympic weightlifting, that has a luxury feel without having to pay a luxury price.
01 Discover
competitor analysis
squats & science
Independent Gym in Manhattan
Pricing: $69/mo
For Olympic lifters and bodybuilders, with small area for powerlifters
No consistent branding, and unappealing gym aesthetic
eastside gym
Independent Gym in Redmond, WA
Pricing: $30/mo
Meant for bodybuilders, but powerlifters can lift here too
Little to no branding and no social media
mid city gym
Private powerlifting gym in Bushwick and Williamsburg
Pricing: $139/mo (Williamsburg), $129 (Bushwick)
Meant for advanced powerlifters
Great layout and equipment but lacks strong branding
Key personas
sara | 22 | manhattan, ny
The Influencer Bodybuilder
“I want an environment where people are as passionate about fitness as I am.”
aidan | 30 | Queens, ny
The Serious Powerlifter
“I’m looking for a gym with the equipment that’s going to help me perform my best.”
02 Brand Identity
moodboard
logo
rationale
The bold typeface conveys strength, confidence, and authority, reflecting the values of hard work and determination that resonate with the target audience. The dumbbell icon reinforcing the brand’s focus on fitness. The logo’s bold design ensures visibility and impact at any size, eliminating the need for alternative versions.
structural analysis
exclusion space
The exclusion space to be left between the contents of the logo and surrounding artwork should be equal to the width of ‘T’ letterform extending out of the logo in each direction.
experiential brand Implementation
“1% Better Everyday” is displayed in reverse so that it reflects and is legible in the mirror. Gym-goers capture the phrase in their mirror selfies or workout videos, creating unique and engaging social media content that points others to the brand.
applications
