The Fitness Gallery

Anthony wanted to create a small boutique gym that also served as an art gallery; I worked closely with him to help turn his dream into a reality. Starting up in the very up and coming Highlands area of Denver, he already had some great design from the restaurants and shops surrounding him.

Brand Design

When designing the branding, I wanted to try to effectively combine the ‘upscale’ feeling of a boutique while making it approachable for everyone. I created a custom simplistic, rounded font for the logo and working with the Fitness Gallery we created that balance we were looking for. They had this fantastic brick wall, so a lot of the collateral played off of that, as well as initial mock-ups.

Collateral

The project evolved to include many pieces of support collateral ranging from fliers, newspaper/magazine ads, business cards, coupons and a full website.

Gym business cards

Initial logo usage concept

Promotional flyer