Putting the amp in re-vamp for a US fitness brand with a dedicated tribe of fans

Fhitting Room is a high intensity interval training (HIIT) studio in New York. They are fun, driven and passionate about what they do, and requested some guidance in how to express this in their branding and communications. The brand had a wide range of styles due to not having guardrails in place for the many different hands that had been involved in their eight years of trading. We recognised that if they were to fulfil their growth strategy plans, they’d need to consolidate. A solid, consistent foundation was needed for the Fhitting Room brand refresh.

Initially, Fhitting Room were looking for brand guidelines to keep them on track. Through our internal analysis of their existing brand, and getting to know them as people, we saw huge potential to refine and elevate their style to match their premium service. We flexed our creative muscles, starting at the core to refine the iconic logo. We also expanded the colour palette and typography, along with the strategic development of iconography. It truly was a whole different type of workout.

Fhitting Room has naturally grown to better suit market needs, introducing their subscription-based On Demand service and LIVE! workouts. We knew how vital it was that their sub-brands sit in line with their main logo as their visual identity has to be as cohesive as their fitness programmes. We devised a style for any existing or future sub-brands, ensuring they reflected the same premium tone. After the Fhitting Room brand refresh, our work with the brand continued, assisting with a digital campaign for Fhitting Room LIVE!.