Elevating the Leader – GoodLife Fitness.
Problem
GoodLife Fitness is the largest fitness brand in Canada. They needed to elevate their current brand to portray their market leadership and demonstrate their brand beliefs.
Insight
The GoodLife client prioritizes a balanced lifestyle, where being active in the gym allows them to get the most out of their life outside the gym.
Solution
We used the typography from the widely recognizable logo to elevate their current branding across various moodboards.
Role
Senior Art Director
Option 1
We are unapologetically Canadian. We live for the seasons and use our time in the gym to create the best lives for ourselves. Whether it be activities on the lake, enjoying the snow, or running the trails, our fitness is what takes us places.We focus on how the gym promotes the members physical self on a daily basis. High focus on outdoor activity balance a healthy lifestyle overall. White circles animate around the members. The photos themselves are imperfect (motion blur, tattoos, flyaway hairs) and give a sense of reality.
Option 2
We draw from the logo to create graphic frames for the content that is inspired by the typography of the “i”. We focus on GoodLife at the forefront and the member being a result of their time in the gym. Primarily using photos of members inside the gym with active lifestyle photos using an angled shape outside of the gym to separate them from the background. We favour darker colours and red accents.
