Team
Fitness World: Marketing TeamProduction: Brightside PicturesCreative: Martin Rud
My Role
Brand IdentityBrand MessagingCreative DirectionDigital & Visual Design
A world of group training
Fitness World is one of Denmark’s leading fitness chains, known for its wide range of fitness options, state-of-the-art equipment, and inclusive environment. With a strong presence across the country, Fitness World caters to a diverse clientele, from beginners to seasoned athletes. As part of their continuous effort to innovate and improve their offerings, Fitness World identified an opportunity to rebrand their group training programs to better align with current market trends and enhance member engagement.
As part of the rebranding initiative, we created the concept “FW Hold” to serve as the new umbrella brand for Fitness World’s group training programs. The name was chosen to encapsulate the essence of community, teamwork, and shared progress that defines the group training experience. The concept of FW Hold is designed to resonate deeply with both new and existing members, emphasizing inclusivity, motivation, and collective achievement.
As part of the rebranding initiative, we created the concept “FW Hold” to serve as the new umbrella brand for Fitness World’s group training programs. The name was chosen to encapsulate the essence of community, teamwork, and shared progress that defines the group training experience. The concept of FW Hold is designed to resonate deeply with both new and existing members, emphasizing inclusivity, motivation, and collective achievement.
6 categories6 visual brand expressions
To further elevate the FW Hold concept and cater to the diverse needs and preferences of our members, we developed six distinct categories within the group training program. Each category was designed with its own unique brand universe, offering tailored experiences that resonate with different fitness goals, energy levels, and workout styles. These brand universes not only make it easier for members to find classes that align with their interests but also create a cohesive and engaging visual and experiential identity for each category.
6 categories6 visual brand expressions
To further elevate the FW Hold concept and cater to the diverse needs and preferences of our members, we developed six distinct categories within the group training program. Each category was designed with its own unique brand universe, offering tailored experiences that resonate with different fitness goals, energy levels, and workout styles. These brand universes not only make it easier for members to find classes that align with their interests but also create a cohesive and engaging visual and experiential identity for each category.
