Realising Potential

McLaren

The DNA of Winning

Eurostar

How do you become Europe's most-loved?

Fitness First

Survival of the fittest

Sky Casino

The high-performance casino

Ascot

A cut above

Lidl

How can low-cost translate into high engagement?

Ownable

The new way to shop from magazines

Breast Cancer Now

How do you stop women dying of breast cancer?

Fetch

Always pleased to see you

One Feeds Two

How do you really feed the world?

London's Air Ambulance

A new helicopter saving the lives of Londoners

Fabled

The beauty of feeling good

Tom Kerridge

The stamp of two Michelin star quality

Gravity

Rewriting the laws of gravity

Gravity

We created a brand for the world's
first 6-star health & wellness club -
for Asia's highest flyers

Brand Identity
| Brand Positioning
| Strategy

A new brand and club concept for the professional elite

Looking to grow revenue beyond its core fitness clubs, Fitness First Group wanted to launch an entirely new concept in Asia: a luxury health, fitness and wellbeing private members’ club aimed at Singapore’s C-suite. Our task was to develop a brave new brand that could blend business, fitness, wellness and luxury in a truly distinctive way. In a city-state where image is crucial, we needed to create the definitive members’ club the world’s professional elite wanted to join. The new brand and club concept have enjoyed praise from both press and business community since launch in August 2015, creating a new category that can roll out across other markets.

Peak performance

Our work was founded on the correlation between fitness, wellness and elite executive performance. For us, the brand needed to be positioned to deliver a hyper-personalised experience that would feel like ‘holistic life support’ for its privileged members – optimising everything from their fitness and nutrition to state of mind and workplace performance.

We created (and named) Gravity to set the benchmark for this new breed of club. Our work crossed the digital and physical worlds, ensuring the member experience was seamless. The brand identity system is deliberately understated and restrained, reflecting the feel of the club. The limited monochrome colour palette plays to luxury cues; flashes of red inject energy and confidence. The symbol uses a hexagon device, a shape known for its strength and stability in nature. The hexagon is then echoed in a pattern used across the brand experience. The elliptical tone of voice is designed to capture the overlap between peak physical condition and peak executive performance. Like the visual system, it is intentionally minimal and sophisticated.

A new brand and club concept for the professional elite

Peak performance

Other work