Motion First

Location: South Yarra, Melbourne
Client Type: Fitness Gym
Project Type: Rebranding, Brand Strategy and Identity Design

The Challenge: Motion First, a 24-hour gym based in South Yarra, Melbourne, was struggling to connect with its target audience of corporate workers and young adults. Despite offering state-of-the-art facilities and round-the-clock access, their brand image felt outdated and failed to resonate with the modern, health-conscious demographic they aimed to attract. They needed a rebrand to better reflect their dynamic services and appeal to a younger, professional crowd seeking convenience and quality in their fitness journey.

The Approach: To tackle Motion First’s branding challenge, we embarked on a comprehensive rebranding journey. My approach was twofold: strategic and creative.

Brand Strategy: We began with an in-depth analysis of their current brand and market positioning. Understanding their unique value proposition and target audience’s preferences, we crafted a brand strategy that emphasized convenience, community, and modernity. This strategy was designed to align with the busy lifestyles of office workers and the vibrant energy of young adults.

Brand Identity Design and Logo: With a clear strategy in place, we moved to the visual identity. We designed a fresh, contemporary logo that symbolizes movement and energy, incorporating a sleek, modern font and vibrant colors that evoke a sense of vitality and motivation. The new brand identity extended across all touchpoints, including signage, digital platforms, and promotional materials, ensuring a cohesive and appealing presence.

By blending strategic insights with creative design, we transformed Motion First into a brand that not only stands out in the competitive fitness market but also resonates deeply with its target audience, driving engagement and membership growth.