The pioneers behind the innovative ‘Anytime Fitness’ brand wanted to build upon its success with another challenger business idea. This time, identifying the gap in the market, and conceiving a membership-driven massage concept.
THERE worked closely with the key client team, facilitating a brand and naming workshop to define unique attributes, customer profiles and core values. We then articulated this into a strategic framework that guided the creative.
Our approach was to create a graphic that struck a balance between feminine and masculine. The expressive graphic language was inspired by the natural undulating curves of the human form along with a sense of flow and energy.
The outcome was a bold yet mesmerising brand that was both distinctive and memorable.