The Brief

Chloë, our Studio and Business Development Manager leads a bit of a double life… Along with her Husband, Shaun, she owns a fitness studio in Cornwall delivering a cracking class timetable and personal training just down the road from our design studio.

To differentiate themselves, Lifestyle Solutions Fitness Studio wanted to get away from the one-size fits all approach adopted locally and move towards a high-end, niche studio primarily aimed at those looking for a more specialised experience. After moving into some swanky new premises they felt it was the right time to refresh the brand, to include a new logo, leaflets, and window graphics.

The Solution

The team worked on several logo concepts with each version focusing on a modern, tribal theme or idea reflecting the active outdoor lifestyles of the majority of their customer base. It had to be completely different to the competition and really emulate the simple and specialised approach the studio was taking. It was important that the brand icon remained versatile and would work well with or without the logotype to support easy application across staff clothing and interior studio graphics.

The brand icon reflects the idea of a peak or mountain, conveying a feeling of achievement and progress, as well as resonating with their very active customer base. The chosen font brings a modern and funky feel, perfectly reflecting the energy in the studio and their higher-end premises. Based on a simple colour refresh, the leaflets we created offer a vibrant and clean source of information to prospective customers. An important piece of the puzzle was the opportunity to maximise on the prominent positioning of the studio, facing on to a busy main road; the window graphics had to be bright, bold and make clever use of the space to promote what they offer.