The problem: The two main issues PureGym faces are their lack of inclusivity and their very bland visual identity. People that don’t feel comfortable in typical gym environments are not represented. Gyms share very similar and poor visual expressions: limited colour palette, simplistic logo applications, imagery of fit people sweating and smiling, and motivational messaging.
The solution: I imagined a space you can make your own, where you go at your own pace. The vibrant colour palette represents the simple joy of exercising. The photography direction and tone of voice reflect your individuality, whether you’re feeling lazy, motivated, sad, insecure, energised or anything else. The illustrations made of cubes and dimensional shapes represent your own space, that you can build the way you want to, with you at the center as the focal point represented by a black bubble.
