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FITNESS PROJECT is much more than just a gym, it’s a community center for a new kind of fitness that reaches beyond the individual to the greater community with a focus on doing the right thing. FP members are encouraged to get involved with local community projects, and the gyms themselves will give members a prominent place to see their accomplishments recognized and offer a space to give back to the community.
I wrote, art directed and designed the story, strategy and look behind Fitness Project based on a client brief. I used those designs to translate to a digital platform. I was tasked with engaging all aspects of branding including logo design, color palette development, images, graphic elements, type treatments and copywriting to name a few. These would also translate into environmental design. Branding the inside of a gym is challenging and exciting. The design has to serve both the space and the brand, so simplicity is key. There are many factors to consider from materials, paint colors and signage to the overall brand message. The space should showcase the brand.
EPSILON PROJECT | Cient : Fitness Project (Formerly Gold’s Gym Franchisee)