DATE: 2023
ART DIRECTOR: GUS GRANGER
CATEGORY: BRAND IDENTITY, PACKAGE DESIGN
COURSE: ADES 4520.502 - GRAPHIC DESIGN ADVANCED CAMPAIGNS
PROJECT OBJECTIVE: Rebranding Planet Fitness focused on forging a neutral yet welcoming atmosphere, diverging from conventional gym stereotypes. The design will embrace a planet-themed aesthetic to embody inclusivity, hence the phrase "Even Pluto is included in our orbit." Through this rebrand, the aim is to redefine the fitness experience, emphasizing a judgment-free, and approachable environment where everyone is part of a larger orbit.
Acumin Pro Wide Ultra Black conveys strength and confidence with its wide and ultra-black characteristics for enhanced visibility. Its modern and clean design adds professionalism. Sofia Pro Regular, chosen for the overall brand, is friendly and approachable, contributing to a non-intimidating fitness environment. The warmth in this typeface conveys inclusivity and community.
It was important to overcome the challenge of maintaining neutrality while breaking away from the intimidating look of regular gyms. Selecting a texture that strikes the right balance—neither too astronomical nor conforming to the basic gritty stereotype of a rough and tough gym environment.
Social media posts forge emotional connections through fitness imagery and empowering messages, strengthening bonds with the audience's health aspirations. The combination of empowerment and lightheartedness aligns with a judgment-free atmosphere.
