I wanted the entire campaign to be driven by graphics to avoid professional photography that featured models and professional athletes. This would have been intimidating and made the gym seem elitist or unattainable. The graphics are visually interesting and create an air of mystery around the launch of this new gym.
The square was the starting point for all of the initial creative direction. I created a blocky “GYM” mark that would mesh well with other square elements throughout the campaign. The icons are the only elements that break from this structure in order to make them stand out more.
The campaign works in a variety of ways. The four tiles could be shown as a large lockup in a repeating pattern, or it could be broken out into its individual parts for individual Instagram posts and other assets. The campaign stands strong both in parts and together as a whole.