Six Ten Fitness Branding

Categories:

Logo & Brand Design, Brand Photography, Stationary Design

Brief:

Six Ten Fitness is a fitness facility dedicated to the older generation. They needed a brand identity that would not only communicate value and trust with their clientele, but also coordinate with their affiliate nursing home’s logo. They also needed brand photography and a brochure to better inform their audience who they are. I worked as a CNA (Certified Nursing Assistant) for 5 years and have a lot of respect for elderly people and the life wisdom (and humor) they hold, so this project was extra special for me to get to work on.

Process:

After sketching various iterations, I sent three logo drafts, and then we moved forward with what is now their logo. Because their audience is older, I used a more traditional, classic typeface, and added some movement to represent what Six Ten Fitness is through the curved typography. We chose a deep blue as the main color, both to coordinate with the nursing home’s logo, as well as to represent one of the elements important to fitness: energy. Brand photography is restful and warm, to draw the audience in to this welcoming environment. The end goal for this project was to create an identity that represented the older generation’s fitness journey.