Branding a gym

Kings Point is a local gym in Long Island's Great Neck. Known for having some of the best trainers in the area, its rough image was limiting potential clientele. The proposed rebranding shows the place in a softer light, offering a friendly color palette and and a series of variations on the crown shapes encouraging playful mix and match. 

 
 

What we did 

The gym's name easily lent itself to a visual play with map pointers, but we wanted the mark to also have military connotations to communicate the rigor of the training at Kings Point. The holding shape we came up with was combined with a vibrant and sporty color palette, creating a visual tension. 

 
 

The touch points 

The design system was expressed through a number of touch points including tshirts, caps and gym bags, all of which will be made available at the gym store.