Brief:
To update the 24 Hour Fitness brand after 35 years of being industry leaders, emphasizing the companies core values of innovation and personalized fitness.
Process:
The thought process of my research and proposal consisted of:
1. The history of 24 Hour Fitness.
2. The modernizing of an aging brand.
3. Addressing the current fitness market.
The primary driver was a more inclusive fitness brand - in particular for women who have importantly become the largest market share in fitness over the past decade.
The Proposal
Final Rebrand
Un-aggressive color psychology
Neutral and inclusive
Flexible material design
Tools:
Illustrator, Photoshop, InDesign