After working closely with the team at Cyclopark on many projects previously they kindly invited me back to help them create a visual identity for a new fitness programme they were launching called ParkFitness. The new programme was being developed for its current cycling members but also for the wider local community. The aim is to offer affordable and achievable fitness to everybody no matter where they are in their fitness journey. ParkFitness has state of the art fitness suites, gym and 70 classes per week.

The ambitious programme needed a logo and associated assets that had to be bold, playful and compete alongside other high profile health and fitness clubs. Ultimately they wanted to hit the ground running with an instant drive to sign-up as members as possible. 

My solution for the logo involved spinning the second ‘S’ in fitness to create a heart shape which visually embodies love and health; this also gave me plenty of options for other visual assets that could be developed over time. I used a slightly distressed logotype because we didn’t want the logo to be totally polished and perfect like some of the other concepts I created at the exploration stage. The idea behind this was that we didn’t want the identity to feel too elitist and by making the logo rough around the edges we felt the identity would feel more welcoming for potential members.

The colour palette for the initial stages of development was bright yellow against black and greyscale photography. This helped the identity stand out against other similar gyms and health clubs.

I have since developed a number of campaigns for ParkFitness in both print and digital. I continue to work with the team to try and boost membership numbers and promote different products throughout different times the year.