Evolution of the mark
The DIY approach. Most of the small and independent Gyms have a small core crew and limited resources. It's natural that many resort to a DIY (do it yourself) approach. Not having trained marketing and design staff can hurt the visual consistency a business can have. Our goals then to create a new image with backbone, aesthetics that came from strategic thinking, not only something beautiful but functional. At the same time, we provided the tools, guidance and support to the HITW team to create great things consistently.
Representing the evolution of an organization while respecting the heritage and history is no easy task. We collaborated with the HITW team frequently to ensure the quality and vision were well executed. The result was a bold, authoritative and beautiful image completely refreshed but subtle. A modern and vibrant color palette utilizing black, red and white in a specific color formula has allowed the team to create a more unified identity system and countless materials cohesively.