PHG needed a brand pivot that advanced the visual language beyond the logo, especially since the gym’s demographic was different than the original hypothesis of the visual identity. This was an exercise in capturing a new feel that blended with a legacy look.
Powerhouse needed to retain the franchise logo but develop the brand to appeal to weekend athletes as opposed to the bodybuilding demographic. We minimized the Powerhouse icon and used the existing type face and color to retain some of the brand aesthetic. We used a new brand voice as an opportunity to speak to the target where they are. Developing ads internally to promote classes and externally to promote memberships. This brand pivot resonated with the locals and helped the gym retain and attract new members.
Check out another brand campaign in the performance space: Cateye