Although we know working out is good for our overall health and general well-being, it can often be difficult to prioritise going to the gym over other, perhaps more enjoyable pastimes like eating pasta, watching films or simply doing nothing.
Quiet Storm developed a new, distinctive visual identity and tone of voice for Gymbox, highlighting the brands key strengths: the unique classes, the resident DJs, top equipment and very personal trainers, injecting a sense that working out really can be as fun as going out...
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Sports/LeisureAlthough we know working out is good for our overall health and general well-being, it can often be difficult to prioritise going to the gym over other, perhaps more enjoyable pastimes like eating pasta, watching films or simply doing nothing.
Quiet Storm’s new visual identity and tone of voice for Gymbox aims to reframe the gym as a place you can have just as much fun working out in as you would going out. With a dry, irreverent tone, the print ads highlight the brand’s key strengths, from live DJs at their classes to unique workouts and ‘very personal trainers.’
Gymbox’s new identity positions them as the antithesis to a boring workout with bright yellow ads reminiscent of a nightclub flyer. Statements such as ‘Get your heart rate above 150’ and ‘Be better in bed’ seem to be suggestive of a clubber’s attitude. But read a little closer and you realise they’re in reference to the high that working out can give you, and the deep sleep you have afterwards.
The new identity reframes Gymbox’s offering around the experiences it provides, recognising that in this crowded category they needed a visual and message that would stand out and resonate with the new (more real) needs of customers. Launched in January, a typically saturated time for new gym sign ups, the tone ensures that Gymbox isn’t intimidating nor does it take itself too seriously.
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