How it was

Spirit.Fitness is a well-established fitness chain with a loyal community. It was time to refresh the flat logo, making it more dynamic, three-dimensional, and moving away from a monochrome identity.

The visual style needed to work equally well in social media and within the interiors of the fitness clubs. We had to create a design principle that could scale easily across all brand applications.

We developed a modular visual language based on isometric construction. This approach made it possible to build patterns and compositions needed for various design formats.

The identity elements integrate seamlessly into the club interiors and function as recognizable Spirit. Fitness assets across the brand’s social media presence.

Conceps & Research