Fitness Playground’s newest gym, The Bunker, required the development of a brand identity. The gym is located on the basement floor on one of Surry Hill’s most popular street, 69 Foveaux St. The space is raw and rough, which inspired architect Joe Snell to keep its original material concrete walls and mixing in with exciting light design. Fitness Playground’s goal? To make The Bunker the sexiest gym in Sydney.
Before embarking on visual exploration, I lead a strategy session to establish the brand’s mission and point of difference. The outcomes of this session lead to developing a clean brand design that would allow the interiors (the industrial concrete and LED light design) become a focal point for members. The logo typeface, Integral, emits a bold and strong character – embodying the new gym’s personality. The triangle addition acts as a directional icon, with the downward point an indication of the hidden ‘Bunker’, down below.
In addition to building the visual identity, the gym required complimentary environmental graphics to highlight different zones within the gym. Neon lighting was chosen as the medium, as their bright, and alluring nature both complemented and stood out within the industrial gym interiors.
A photography shoot was planned before construction began on The Bunker site. It was important for us to capture Personal Trainers exercising.
Landing pages and a website were designed, with the priority placed on mobile responsive and user-friendliness – a large percentage of their current members visit their website on their phones. The user experience I pushed was one similar to Instagram - continued scrolling, increased engagement. I populated the site with high impact imagery to inspire users to sign up to the gym.
This was an exciting project to work on as I was able to undertake the brand development from its infancy through to full implementation. Working alongside the owners Justin and Serra, and architect Joe, was essential to the success of the design as it was a collaboration of ideas.
Client: Justin Ashley & Serra Burmin
Brand strategy: Alice Lo
Creative direction: Alice Lo
Graphic Design: Alice Lo & Suharyanto Putra
Developer: Andy McLennan
Copywriting: Justin Ashley, Hannah Ghaus & Joh Parsons
Art Direction: Alice Lo
Photography: Tina G Lee
Signage: Sydney Graffiti Art