IAM Fitness Studio is a small gym that provides a place for personal trainers to work with their clients as well as a place where individuals can participate in group classes. Their goal is to provide a welcoming, non-intimidating place where anyone can come to be directed in strengthening their health and body.
PROJECT DETAILS
Client: IAM Fitness Studio
Date: 2015
Skills: Brand Development, Brand Strategy, Art Direction, Photo Direction
Deliverables: Logo, Brand Guidelines, Copy Development, Tagline, Business Cards, Postcard Design
THE OLD LOGO
THE LOGO THEY CAME TO ME WITH
NEEDED SOME WORK
The original logo for the gym was outdated and uninspiring. RLB was originally engaged to help the founders develop some side projects they were initiating in order to drive new business to the gym. They were having difficulty drawing in new clients and holding existing clients. Their goal was to build more community. But through our initial conversations, it was made clear that part of the problem regarding community was that clients didn’t have anything to associate with. We knew it was time for a rebrand when the owners told us how they had just printed a bunch of T-shirts and now they couldn’t even give them away. When we found out the (old) logo was on the shirt, we explained that their clients needed something they could proudly be a part of and be inspired by. We dropped the side projects and set out to rethink the brand.
THE NEW LOGO
We were able to create a new branding that had strength and movement while still being approachable to both men and women.
The vertical pillar and text suggest strength, support, and being firmly planted.
The horizontal line segment or the “path” through the image gives a sense of movement, growth, and the journey we all must take.
The contrast with the hand-lettered font personalizes the message, which is comforting and an invitation to be part of the story.
The rectangle is like a window frame that sets the stage for the brand to allow us to see into each other’s lives as we declare, “I AM ______.”
PROMOTIONAL POSTCARD
FRONT
BACK
BRAND GUIDELINES
