The Club

The Club weightlifting rebrand

The Club is a full-service health & fitness club serving St. Simons Island, Sea Island, Brunswick, Jekyll Island and the rest of the Golden Isles. They offer their members many options and classes for getting & staying fit, and are always looking for ways to improve the experience for The Club members. They wanted to completely renovate their weightlifting & strength-training area with state-of-the-art branded equipment and a unique look & feel. We partnered with The Club to create an exciting experience for their members who use the weightlifting & strength training area regularly, and to obtain new members who would be motivated to start working out there.

Deliverables

Concepting

The Club wanted to convey to members interested in weightlifting & strength training that this area was totally dedicated to the goal of developing power & strength. We created a bear mascot that would only be used in this area of The Club, paired with an alternate logo. All new equipment in the space would use this mark.

Identity & Branding

We created a stylized, strong mark & alternate logo that conveyed power and determination, while still staying true to The Club’s overall logo and colors. This was used to brand every piece of new equipment and the space itself.

Photography

After the renovation was complete, we took a series of dynamic shots with members of all ages using the updated room & equipment. Many of the shots were given a darker, grittier feel to better give a sense of building strength and power. These shots were used in all collateral related to this area of The Club.

Social Media

The renovation was a big deal (and a big investment). The Club wanted to make sure that everyone in the area knew what was happening! We helped them create a buzz around their opening night event to entice existing and new members.