REJECTED: Way too much fun

Once there was this gym. It needed some branding. 

What made this gym special was... a lot of things. First of all, its awesome kids’ area. It was basically a full-fledged preschool, with crafts, activities, games, and energetic supervisors (and it was totally free for any members to use while working out). No other gym in town had anything like it.

The gym was specifically targeting moms and was excited to promote its many group classes, hot yoga sessions, team training, nutritional center, and new 24-hour offering. Seriously, there was no other gym in town like this gym.

Anyway, I proposed that we go FULL OUT ENERGY BLITZ for this gym’s branding. The owners were young! The target market was young! Kids’ center fully included! 24 hour, round-the-clock availability!

Alas, my proposed color-burst-pattern-explosion proposals were just too much fun. 💔

Example of how fun this would have been:

 “It just shouldn’t be this fun.”

“It just shouldn’t be this fun.”


 
 I am not comfortable with how fun this is.

I am not comfortable with how fun this is.

 Exercising should not look this... fun.

Exercising should not look this... fun.

 

The end result:

These patterns were way too much fun. Goodbye, patterns. We also traded out the bouncy rounded hero font for its more straight-faced “Regular” counterpart. We did keep the icons and the color palette. 

But we toned down the fun by at least 50%. REJECTED. 💔

Note: You can check out the final brand here.