24 Hour Fitness

Let’s be honest—not everyone is a gym rat. Most people would rather be anywhere else than at the gym, but they still understand that time spent working out can improve life outside of it. With that novel insight, we developed a new brand platform for 24 Hour Fitness, “More Power to You,” aimed at connecting with new audiences in an authentic way not usually seen in the fitness industry.

After highly positive focus group testing, we launched the new platform and visual identity—along with a fresh tagline: “Inspiration for life.” Work included brand design, a custom photoshoot, direct mail, on-property materials, print, and outdoor advertising.

Brand Design, Art Direction