Destination Fitness

Strengthening a fitness brand.

Destination means everything to Destination Fitness. It’s where their customers want to be: in shape and healthy. It’s their unique advantage: a gym that can come to you. So when it came to crafting their identity, we focused on this one word. 

We hit the treadmill running. After playing with many ideas, we grew attached to the idea of a flag on a map. It symbolized “destination” in such a simple way. Our designer crafted a clever mark that incorporated the name and the symbol. The entire identity could take any of those bigwig fitness places, any day.

After establishing the logo and look, we were ready for a new challenge. This time we set out to increase members. Hello, refreshed website. This update has given Destination Fitness an edge in a competitive marketplace.

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