Discover
Employ the power of music and community to achieve epic conditioning results. Created a full competitive anaylsis of the regional Richmond Fitness and national interval training industry as AFF desired to be set apart and compete in a crowded industry.
Distill
MOTIVATING, FUN, CHALLENGING, ENERGIZING.
Fusion environment would be stylish, welcoming and athletic. Inspiring but not intimidating. Appealing to two opposite archeotypes “Hero” (powerful, courageous and competent) and “Lover” (harmonious, blissful and inimate).
Design
Customized “adrenaline” (san-serif rounded stroke typeface) to achieve a timeless, dynamic, athletic feeling. Geometric patterns and mural color gradations and colors were designed to be more fuid, explosive and rigorous.
Deploy
We designed a comprehesive styleguide and customized each interior studio environment to energize workouts and also achieve a balance that would motivate and be upbeat so that members would feel happy as they got healthier. Branding efforts helped exceed pre-sale membership goals prior to opening.