Club Forma is an inclusive gym that welcomes clients who are committed to turning healthy habits into everyday routines. They value those that turn up with the dedication to work hard and the mindset to live a full and healthy life. With this in mind, we chose a bold brand direction that reinforces Club Forma’s position in the market, as a high-quality gym that prioritises its clientele.

During the strategy session, we identified some core values, innovation, inclusivity, consideration, premium and timeless – these values not only assisted us in the naming process, but went on to shape the design output. We chose a highly detailed visual language, to reflect Club Forma’s commitment to a memorable customer experience. Each pattern represents a different dimension of wellness –  social connectedness, exercise, nutrition, sleep, and mindfulness – the complete health package. Individually the shapes form recognition, together they overlay, to create new patterns that communicate the holistic wellness experience.

In the preliminary planning stages, a need for an adaptable brand was recognised, one that could stand up in any medium and be dynamic in all its environments. We strategised a visual identity that could meet wayfinding, uniform, signage and digital solutions, to communicate a cohesive brand story throughout the physical space and across all brand touchpoints.

Club Forma believes that wellness is the act of practicing healthy habits on a daily basis, to attain better physical and mental health outcomes, so that instead of just surviving, you’re thriving. We carried this notion through all stages of the design process to successfully render the mood and design intent of Club Forma.