Friends of
the Gym
Timeline 5 weeks
Roles Brand Designer, Visual Designer, Web Designer
Tools Photoshop, Illustrator, InDesign, SquareSpace
Intro
Friends of the Gym branched from Strive and Uplift when a group of trainers decided they wanted to focus on fitness not centered around Ultimate Frisbee. Their current media was all attached to Strive and Uplift, which was confusing to clientele both new and old.
Safe Spaces to Work Out
Friends of the Gym is focused on deconstructing traditional fitness culture, so their branding needed to feel friendly and inclusive to their queer and trans audience. For the website, I focused on accessible colors for their font which were A11Y approved.
Solution
Moodboarding
After going to the space to explore and get a sense for the energy there, I ran through several branding exercises with my clients. From there we identified the brand’s main traits and I worked on creating a cohesive concept board.
Exploration
Brand Rules
Above all else, Friends of the Gym was meant to be a beacon for those who didn’t feel represented by current fitness culture. The space is for marginalized identities, because so many gyms don’t feel safe for those communities. I wanted the brand to feel community based but spirited as well!
The Setup
Deliverables
Below are the deliverables for Friends of the Gym. I had an incredible time working with these clients and they reported being very happy with this rebrand. On top of the deliverables, I also created educational videos on how to maintain their Squarespace website and create social media content with templates I made in Adobe Express.
Lifted!