Background and Challenges
Hanoi has a wide variety of workout spaces, and so consumers have plenty of choices. No workout space had yet considered creating a new category of workout facility and a bold brand to go with it.
A group of investors asked us to help with a logo for their fitness club, but we advised them to take a more holistic approach and seek to develop an all-new fitness experience to capitalize on the lack of differentiation in the market. We collaborated with group8asia architects on the interior design.
We commissioned Nielsen to delve deep into the uses and attitudes of women towards fitness centers; using these insights we developed a branding and branded interior approach that was fresh, unintimidating, and energizing for men and women alike. We created all branded items from uniforms, to signage, stationery, area naming, digial collaterals and panoramic video wall.
Fusion Bodyworks pre-sold memberships exceeding expectations due to the dynamic and attractive branding featured across the print and digital sales collaterals we created.