LOGO DESIGN • BRAND DEVELOPMENT • INTERIORS
The project began against the backdrop of an immovable opening date for the newly aquired independent gym and with the clients seeking a new creative partner after moving away from their inital choice.
With no visual identity established, the first part of the project was to brainstorm names, no mean feat in an extremely crowded market place. The name needed to be memorable and reflect the high end aspirations and ethos of the new owners and of course not already be trademarked.
With over 300 names considered and discarded, ICONIQ Fitness was selected. With the name in place, next began the exploration phase of the logo mark creation.
Logo exploration.
Finalised logo.
Logo colour variants.
BRAND DEVELOPMENT
As with the logo mark development, the aim with creating the brand was to deliver something visually different from the competitors in the immediate vicinity. With several of the country's leading fitness brands on their doorstep ICONIQ Fitness needed an identity that at a glance let their audience know they are different from the other players in the area.
A strong and vibrant colour palette was selected utilising the contrast of sharp neon against black with muted complemetary secondary colours, bold uppercase typography and graphical accents such as shards and chevrons to bring movement and dynamism to any visuals. Strong, well styled photography of individuals exercising or in a gym environment was chosen to place the emphasis on the individual to help the audience resonate, consciously steering clear of the happy, smiley exercie photography used by other brands, instead delivering an edge to the visual styling befitting the brand.
INTERIORS
With the space having already been a well known gym franchise, one of the key considerations was to ensure the branding and styling within the gym itself was as far removed from its predecessor as possible.
With the bold colour palette and uppercase typography, the plan was to utilise every inch of the real estate available and make every brand element as striking as possible, from the wayfinding signage to the colour shards used as accents against the primary brand black, providing the interior with a clean and modern finish.
When applied to the interior styling, digital screens and staff clothing, the final results established ICONIQ as its own cohesive brand and truly distanced it from the stilted American branding of the previous resident.
Staff tees.
Class timetable for digital screens.
Third party supplement supplier menu for digital screens.
Prtoen shake menu for the digital screen in the Protein Bar area of the gym.
Interior information signage.
ROLLING OUT THE BRAND
Before the doors to ICONIQ opened, work began on the marketing collateral needed to draw attention to prospective members, including "coming soon" posters and flyers, a promotional stand for physical activations in the surrounding areas, business cards and of course a responsive site.
Posters and flyers
Exhibition display stand
Responsive website concept
Business cards
VIRTUAL TOUR
The final piece of the puzzle was completed the night before opening. To further help the reach and appeal of the gym, a virtual tour was created to help those time poor individuals to visit and explore the gym and its facilities without the need for physically visiting.
Using the Matterport platform, the gym was scanned late at night before uploading for processing. When the data was processed, post production began on tidying up the 3D model, simplifying the user journey around the space and adding vital contextual information within the tour in the shape of interactive tags. These tags provided information about the facilties, opening times and provided direct links to sign up.
The finalised tour was ready to explore online when the physical doors opened the next day.
"Dollhouse" 3D representation of the gym and behind the scenes of the capture process.
