1. SKETCHES
In the initial stages of rebranding Planet Fitness, I began with rough sketches to generate ideas. My first concept revolved around an otherworldly theme, inspired by the gym's unconventional color scheme of purple and yellow aligning with the “Planet” in Planet Fitness.
However, after discussing my ideas with peers, I realized that while this perception was unique to me, it might not resonate with the broader audience.
2. MIND MAPPING
I shifted my focus to what Planet Fitness represents universally, not just through my personal lens. By expanding on the core ideas, I began exploring how the brand could better connect with its clientele, building a foundation that reflected its universal appeal rather than my initial vision.
3. GLOBAL EXPANSION
In the summer of 2024, Planet Fitness entered the European market by launching its first gym in Spain, with plans to open 300 more locations across the country. This aligns with the company's mission to make fitness both affordable and accessible on a global scale.
Today, Planet Fitness operates over 2,170 locations worldwide. This swift growth reflects its dedication to reaching diverse audiences, including the 40% of new members who are first-time gym-goers. The pace of international expansion underscores the need for a brand image and messaging that resonate universally.
4. NEW DIRECTION
Its swift expansion internationally demands the evolution of a universally comprehensible and relatable image and message, catering to diverse cultures and emerging markets, reflecting their ever-growing business.
TAGLINES
The "an" from "Planet" serves a dual purpose by forming taglines that incorporate the essential logo mark. This strategic integration helps audiences establish a stronger and more immediate connection with the identity of Planet Fitness.
INITIAL RESEARCH
FINAL PRODUCT
PHOTO EDITING
I selected this particular photo of the model with outstretched arms because it mirrors the arc shape found in Planet Fitness' logo, creating a visual harmony that connects the imagery to the brand identity. The model’s toned, but not overly muscular, appearance was intentional to present an approachable and inclusive image that won't intimidate clients. I enhanced the photo using Planet Fitness' signature purple and orange lighting to maintain brand consistency while subtly editing for a natural look, ensuring the model looks authentic.
CHANGE STARTS WITH US
The campaign slogan, "Change starts with us," aims to empower individuals, particularly those new to fitness, to embrace positive change in their lives. It reflects Planet Fitness's mission of creating an inclusive and welcoming environment where everyone can begin their fitness journey confidently.
BEFORE
AFTER
ARCH PATTERN
The overstretching arch, inspired by the logo mark, is a consistent pattern employed across various medias. This concept is also reflected in the model below, who is extending her band.
PLANET FITNESS REBRAND
BRIEF
Founded in 1992, Planet Fitness was built on a straightforward mission: to make high-quality fitness accessible to all in a welcoming and non-intimidating environment.
This project focused on creating cohesive and impactful visuals that resonate with a diverse global audience, especially those new to fitness. It also aimed to refresh and modernize the branding, which has remained largely unchanged since the gym's opening.
CLIENT
Planet Fitness
TIMELINE
5 weeks
CATEGORY
Brand Identity
Campaign Design
IN CONCLUSION...
In conclusion, the rebranding of Planet Fitness required careful consideration of how to maintain brand consistency across various formats. Each format presented unique challenges, from ensuring visual clarity and impact at different scales to adapting messaging for diverse audience interactions. By focusing on the core values of accessibility and inclusivity, the design approach aimed to create a cohesive, recognizable identity that would resonate with Planet Fitness’s expanding global audience.