Planet Fitness (PF) is an American fitness center franchise with approximately 2,400 locations, making it one of the largest fitness club franchises in the world. With gyms across the U.S., Canada, and other countries, PF promotes a "Judgement Free Zone" designed for novice and casual gym-goers.

 

PF was in the process of enhancing its perks program. However, many of its existing members are unaware of this program and its benefits. Our goal was to create a subbrand that is recognizable and engaging, aimed at drawing the attention of members and encouraging them to utilize the service.

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Although the final name for the program wasn't selected yet, PF had three final options to choose from. Based on these names, we explored three distinct territories, each with unique looks and feels, and created various 1x1 designs to showcase how these could appear. Explorations included a deep dive into color studies, photography treatments, logo drafts, type pairings, and pattern creation.

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DELIVERABLES: Subbrand concepts; brand development, social media post mock-ups

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