Looking to grow revenue beyond its core fitness clubs, Fitness First Group launched an entirely new concept in Asia: a luxury health, fitness and wellbeing private members’ club aimed at Singapore’s C-suite. Along with The Clearing's Design and Strategy Directors, I developed this brand to blend business, fitness, wellness and luxury in a truly distinctive way.
The work was founded on the correlation between fitness, wellness and elite executive performance. For us, the brand needed to be positioned to deliver a hyper-personalised experience that would feel like ‘holistic life support’ for its privileged members – optimising everything from their fitness and nutrition to state of mind and workplace performance. Welcome to Gravity...
The work crossed the digital and physical worlds, ensuring the member experience was seamless. The brand identity system is deliberately understated and restrained, reflecting the feel of the club. I took care of the the brand's verbal identity. From naming to tone of voice, to brand line and ad campaign.
One in a series of 5 print and outdoor executions matching the attributes of peak fitness with peak business performance. There's a carousel at the bottom of the page to view them all.
The voice, like the business, is designed to capture the overlap between peak physical condition and peak executive performance. Like the visual system, it is intentionally minimal and sophisticated. I was really pleased with this brand line as it speaks to the nature of most successful people while carrying an implicit call to action. Which is nice.
The limited monochrome colour palette plays to luxury cues; flashes of red inject energy and confidence. The symbol uses a hexagon device, a shape known for its strength and stability in nature. The hexagon is then echoed in a pattern used across the brand experience.
A piece of direct mail from the Gravity launch campaign concept
Gravity is located at the top of Singapore's tallest building. Naturally.
