Planet Fitness Rebrand | Taylor Golmen

THE PROJECT

THE GOAL:

The goal of this project was to rebrand a well-known business, and as a group of four, we chose Planet Fitness. Our main objective was to make the gym feel more approachable, as it often has a reputation for being unwelcoming, especially for those just beginning their fitness journey. Let’s be honest, the gym can be intimidating.

With our rebrand, we aimed to create a more inviting and warm environment, ensuring that people of all shapes, sizes, and skill levels feel welcome and encouraged to work toward their personal goals.

TARGET AUDIENCE:

Our target audience was everyone—we wanted to create a welcoming and refreshing environment compared to what has been available in the past. To reflect this, we developed a new slogan: "Empowering every shape, size, and skill level." This statement embodies our true goal: making fitness accessible to all.

We paid special attention to those who may typically avoid the gym due to fear or intimidation, ensuring that our rebrand fosters a space where everyone feels comfortable and encouraged to start their fitness journey.

APPLICATION / MY CONTRIBUTION:

While this rebrand exists in the hypothetical, we created several practical applications to bring it to life. For my contribution, I designed the logo, selected the color palette and typefaces, and created business cards and other stationery. I also designed motivational posters to be displayed inside the gym, reinforcing the welcoming and empowering atmosphere we aimed to achieve. This project was incredibly fun and quickly became a passion project for me.

LOGO DESIGN:

The logo was redesigned to evoke a sense of fun, excitement, and warmth while maintaining a fresh and approachable vibe.

COLOR PALETTE:

The colors were chosen to create a fresh and fun feel, loosely inspired by the four seasons. This approach ensures the gym feels welcoming and inviting year-round.

BUSINESS CARDS AND SCAN CARDS

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EMPOWERING POSTERS

The posters were intentionally designed to showcase real, relatable individuals—people who look like anyone and everyone who might attend the gym. We made a conscious decision to move away from the typical "gym bro" aesthetic, focusing instead on inclusivity and authenticity.