GYMNASIUM

Their Challenge

In 2017, the founders of Gymnasium had a dream to build a new kind of inclusive gym franchise in Clapham, London. They wanted to keep the CrossFit style workouts but without the macho culture and industrial park environments that made women and families uncomfortable. They needed a clear story to attract new members, create a consistently wonderful gym experience, and build a business on a start up budget.

Their Story: Utility + Community

Ivan Pols, Creative Lead, assembled a small team of specialists to help him make this project spectacular. Silas Amos, Brand Strategist, kept the process fast, inclusive and lean with his extensive design experience. Using the Brand Story, Ivan put the Creative Briefs together with the client for the launch assets; a new website, advertising, interiors, signage, and brand identity. Elise Castrodale, Graphic Designer, and Ivan brought the idea to life visually, giving the Gymnasium community a strong identity that has been used across three locations, hundreds of events, all the merchandise you can imagine, and is still adaptable and fresh.

The Gymnasium Brand Story, told by Giles and the brilliant team who work there, is stronger and deeper than ever.