The client was launching a new gym in Abu Dhabi. Knowing how fierce the competition is in the UAE amongst gyms, health clubs and specialized fitness studios, we recognized it was vital to create a vibrant and distinguished brand that meets international standards with a clear brand persona, defined unique selling proposition (USP) and a brand promise that would differentiate it from the rest.
After in-depth market research and strategy, we set the brand pillars that paved the way for the visual identity. This shaped the branding and the naming, resulting in a visual identity that was appropriately dynamic and a brand name that doubles as a powerful call to action, Let’s Go Gym. We made sure everything was aligned, even the video, photography, and interiors. In fact, the gym interior branding aptly mirrors the customer journey where each internal signage is a call to action to motivate gym members.
The brand’s digital presence was also made to capture the brand’s visual identity and essence, with a bold yet flexible website platform that the client can own and easily update.
The dynamic, attractive and unique identity managed to recruit more than 2,000 gym members within the first quarter of operations. Soon after, a second branch opened, recruiting more than 1,500 members during the pre-opening period alone. The brand was so strong and fit, joining members thought Let’s Go Gym is an international franchise which had just landed in the UAE.