Background:
Gold's Gym International, Inc. is an American chain of international co-ed fitness centers originally started by Joe Gold in Venice Beach, California in august 1965. It was one of the first modern fitness clubs to operate in the United States; thus, they have a reputation of producing body builders. Each gym offers a variety of cardio and strength training equipment as well as group exercise programs. They also have a wellness program that offers custom health and fitness plans and has more recently launched a fitness app named GOLD'S AMP.
Design challenge:
The current branding is hyper masculine and might be intimidating to people who are new to fitness. This image emphasis on Gold’s Gym’s reputation of producing body builders; however, it does not showcase other aspects of the gym. For instance, they offer group fitness classes and personal training, and that not everyone who goes to Golds gym are training for body building competitions. The brand also seems to only celebrate one desired body type which is being muscular; when in reality, being fit and strong does not equate to achieving certain body statistics.
Logo Design
Stationery Design
Web Design
Booklet Design
Apparel Design
Results:
This rebrand should solve the identified challenges, and convey an overall feel of the brand that reflects their market position.While keeping the essence of the Gold’s gym brand, this rebrand is to portrait the characteristics of Gold’s gym more accurately and to bring in more dimensions of the business to the brand. We are expecting this rebrand to resonate with their current members, staff and reaching out to more potential clients.