Gym Rat
Environmental Graphic Design
Research • Trademark • branding
Overview
With Gym Rat, my goal was to create a high-end fitness brand that maintained an inclusive atmosphere. After researching the fitness scene, I found that the more luxurious brands leaned away from inclusivity to uphold their elite image, a concept that didn't seem to fit the concept I had in mind for my brand. Gym Rat is a fitness brand that provides a premium experience but welcomes everybody.
Come take a look.
Approach
From the ground up, I designed Gym Rat to have a stark, minimalist feel to all of its facets of design. The intention behind this look was to convey a no-nonsense, clean workout experience, free of clutter, hassle, and any other obstacles that may give the customer a negative or unsatisfactory experience.
Research
Initially, Gym Rat was designed to be a rebrand of Planet Fitness. After researching the field, it became clear that there was fierce competition among the major gym and fitness brands that shared the same space, though none of them seemed very different from one another (at least at first glance). Knowing that whatever new brand I created would have to distinguish itself from the others, I set about experimenting with a look that didn't follow the typical fitness brand trends. The research and processes are shown below and showcase how the brand evolved from the beginning to what it is now.
Trademark Ideation
Final Trademark
Morphological Approach
Typefaces
Color Palette
Guerilla Advertising Concept
A possible guerilla advertising campaign for Gym Rat. The main focus of the campaign would be the installation of a life-sized mouse wheel that people could climb into and run on, most likely in a park or busy, outdoor area.
Ideally, this advertisement would create buzz for Gym Rat through novelty alone, while also emphasizing cardio and general fitness to anybody that may come across it.
A sketch of the concept is below.
Exterior Mockup
Station Signage
Mural Design
Additional Signage
Touchpoints
