Not a fancy boutique fitness studio
We all know that a gym is not on everyone's list of favourites. While some people can be found there regularly, others really don't do any favours. When we were asked to create an appealing new gym brand with a name, strategy, visual identity and personality for the sports people in and around Grou, we immediately became enthusiastic.
Together, we set out to put the brand in the right place. We visited gyms with a high-end look and feel, where trainers did motivational one-on-one coaching. Where they create the celebrity vibe. Where the service is unparalleled. Warm saunas. Rituals soap. Soft towels included.
We also went into the barns, where no air conditioning was needed to feel the wind. Where (old) iron was thrown around. Men in little white shirts who lifted more than a hundred kilos. Where heavy training themes packed with sets and repetitions were done. A lasting impression and a small dent in our self esteem.
With the insights, the location, the users and the objectives of the brand in mind, we devised and established a brand positioning and strategy. The core of the new brand positioning is about simplicity. This is not some fancy boutique fitness studio. No complex subscriptions. Always unlimited sporting days. Long opening hours. For all ages. With a focus on strength and cardio.
Building the brand
We named the brand Skulpt. A place where bodies are brought into shape. Where bodies are sculpted to perfection. When the name of this new fitness brand and positioning was set in stone we started with the design of a fitting visual identity. An identity packed with energy. Bold, striking and full of attitude. To complete the story we designed and built a new website on Webflow's no code platform.