Fit36

Context
Fit36 is a fitness concept with studios opening mainly in the Denver area. It promises a better workout in 36 minutes than box gyms deliver in an hour or more, with high-intensity interval training, modern equipment and motivational coaches. As it grew, the brand needed to match the workout: fast, focused and impossible to ignore. Fit36 needed a rebrand that would stand out in a crowded boutique fitness market and give members something to rally behind.

Approach
We built the brand around urgency. The new logo makes 36 the hero. A sharp diagonal cuts through the numerals to give the mark speed and energy, and it works on its own as an app icon or a stamp. Electric lime, charcoal and black give the identity real voltage. Then we gave it a battle cry: #DoToday. The campaign rejects “someday” thinking. Lines like “To be better tomorrow, we say yes today” get struck through until only BETTER TODAY is left. Posters, print ads, out-of-home, apparel, business cards and digital content all carry the same message. Stop waiting. Start now.

***Art directed, designed and created at Spin Denver. The video shown was spec work created to set the tone for the new brand; footage rights are not retained.