Fitcult
territory of physical culture
What comes to mind when you hear about sports clubs? Often these are sweat, efforts, difficulties, simulators, a healthy lifestyle, etc. But sport is not only about that.
When we worked on this case, we set ourselves the task of developing a name, identity and communication strategy, without focusing on the idea that sport is not when it hurts.
In order to understand how to create not just another fitness center, but something new, we conducted research.
It turned out that often sports clubs are called and have such a vibe, as if you can only get stabbed there. However, there are exceptions.
In general, the names are very attached to the activity, or they deviate a little and give depth for interpretations. And in any case, it’s fine 🙂
When we talk about sports, our thoughts either have a bad experience or a photo of super-strong people in perfect shape and with muscles the size of a Smart car. And the smell of sweat, and worn-out trainers.
But all because of the fact that culture in sports has receded into the background (or maybe even further).
In our gym, trainers listen to the person and do not push to do one more approach. All our premises are clean, and if necessary, we can conduct a tour of the gym. Cultural 🙂
That’s because we understand what culture is. Ordinary and physical.
And this is our base.
Therefore, our positioning has become the Territory of Physical Culture.
visual
solution
Representatives of any market want to be diferent. The market of sports clubs is no exception: everyone here has a bright, attractive, juicy style, sometimes even too much.
We wanted to stand out in a different way – our style is monochrome with a modern bright accent color. The fonts and logo are massive and dynamic, sending us to the territory and culture. We wanted to associate the logo with sports, which is why our letter F resembles a sports field.
So now the Fitcult gym attracts new customers not only with services, but also with a unique juicy style.
In sports, we always look at form. Each of the fans knows the form of the club he supports, because it is an integral part of sports culture.
In our project, we developed merch for employees of the gym, which is pleasant to wear even outside of it. We are convinced that it is much more pleasant to work with a trainer who is immediately noticeable among visitors, because you don’t worry about making a mistake 🙂
social
networks
We wanted to rethink the approach to the formation of content so that it fits and conveys the values and general concept of the renewed brand of the FITCULT fitness club.
Our main goal has become to inspire, support in endeavors and share experience with our subscribers. We inspire not just with photos of elastic buttocks, but with our own approach – without “obligations”, with an understanding of the characteristics of a person and his desire to simply keep himself in shape. We support and show that it’s okay not to be Schwartz or Sarah Connor. We are the same and understand your every fear. So we suggest going through it together and seeing that it’s easier if you take small steps. We share our knowledge and what we like.
site design
Project manager — Serhii Maksyutenko
Strategist — Lera Tikhomirova
Art director — Inna Mikhalska
Account manager — Lina Kondaurova
Web designer — Hryhoriy Velikiy
