Equip Fitness
New year... new me?
Art Direction, Branding, UIUX, Brand Strategy
![]()
Equip is a boutique gym dedicated to serve the community and promote fitness as an essential part of lifestyle. They provide a wide range of options in terms of exercises and training - Zumba, Yoga, Pilates, Muay Thai Boxing and many more.
Many of us make yearly resolutions, only to drop off within the first quarter. People go to the gym to get in shape, look better – but results take time to show, and the steep learning curve definitely doesn’t help either.
How can we motivate and finally fulfil the resolutions of these people? This rebranding aims to position EQUIP to target this demographic.
Many of us make yearly resolutions, only to drop off within the first quarter. People go to the gym to get in shape, look better – but results take time to show, and the steep learning curve definitely doesn’t help either.
How can we motivate and finally fulfil the resolutions of these people? This rebranding aims to position EQUIP to target this demographic.
A New Personality
We wanted the logo to speak to our clients just like how EQUIP’s employees motivate their clients to achieve their goals. It had to feel personal.
This is why we’ve opted to use the imperfection of torn tape to form EQUIP’s logo.
The resulting textures and corners give a rough look that carries an attitude; a personality that is energetic, spontaneous and passionate.
This is why we’ve opted to use the imperfection of torn tape to form EQUIP’s logo.
The resulting textures and corners give a rough look that carries an attitude; a personality that is energetic, spontaneous and passionate.
A refreshed web experience
Our goal for this redesign was to create a seamless signup process. View it here
Brand Collateral
We’ve used the tape element from the logo as an identifying graphic across the brand collaterals, for consistency and an instantly recognisable image.
On-Site Experience
A wall mural was created with the brand’s tape element, serving to identify EQUIP at a glance in any media content.
︎︎︎ Watch the casefilm here ︎︎︎