How do you create a high energy fitness brand while keeping costs down?
| Brand Identity
| Tone of voice
Exercise shouldn’t feel like a chore
We all know exercise is essential if we want to live a happy and healthy life. But if you’ve ever attempted to drag yourself to the gym and failed, you’ll understand the struggle. Busy lives mean gym-goers need more than just good value – an easy and enjoyable experience.
Asian gym giants Evolution Wellness came to us with exactly this challenge – to create an entirely new gym brand that will give people across Asia the opportunity to choose a low-cost gym without compromising on the experience. The brand needed to complement their portfolio of well-established gym chains Fitness First, Celebrity Fitness, Chi Fitness and Five Elements and fill a big hole in the market.
Stripped back. Pumped up.
We created a positioning that focused on just three things; the atmosphere, the equipment and the classes. The name GoFit gets to the point and conveys the fuss-free, high-energy approach at the heart of the strategy. This is a brand that doesn’t compromise on energy and fun; bold and bright, it stands out against the sea of blue, grey and wipe-clean surfaces of traditional low-cost gyms.
Bursting with energy
Exercise is all about movement and GoFit is too. The brand is on-the-go at all times with real flex and stretch incorporated into the design and a dynamic, reactive typeface that shows movement even when it’s static. Virtual classes mean more variety and longer opening hours means working out works around you. It’s smart, seamless and easy from the get-go. Now let’s go get fit.