Built To Last
Fitness First
January 2024
Concept
Fitness First proudly celebrates 30 years of fostering vibrant communities and empowering individuals on their fitness journeys. Our success is not just about the milestones; it's about the countless stories, transformations, and passionate individuals who make up the Fitness First family.
In this special anniversary campaign, we shine a spotlight on our unsung heroes—the members, trainers, and staff who have contributed to our legacy of community and empowerment.
Visual Identity
Fitness First's revitalized brand identity pays homage to its heritage with a contemporary twist. The brand pattern, crafted from the iconic 'F's of the logo in a gradient overlay, symbolizes unity and progress. Refreshed typography, inspired by the heritage font, blends tradition with innovation. This updated identity encapsulates Fitness First's legacy, fostering unity, empowerment, and a forward-looking aesthetic.
Credits
Photography: Nathan Chandler
Video: AZ Films
Underwater photo and video: Asan Dia
Graphic design and production: Raf Prokopek