Fitnessé: A female only gym aimed at busy young professionals hoping to expand it’s demographic appeal without alienating existing customers. The company is interested in moving away from stereotypes by finding new ways of bringing enhanced visibility to the brand through innovative marketing.
For my first project I am creating a whole identity and brand for a female-only gym called Fitnessé. The brand strikes me as a sans-serf kind of brand and I will probably stick to neutral colours for the brand.
We have been given a maximum colour palette of 6 colours (not including black or white) and therefore I have been reading some books and articles on colour psychology. Whilst my initial idea was to stick to neutral colours for the brand, with the company being within the fitness sector I have decided to go for brighter, more exciting colours to work with. The colours that I have chosen are: Orange, yellow, red, blue and violet.
I have chosen these colours because:
- Orange can create feelings of enthusiasm and cheerfulness
- Yellow can speed up the metabolism and increase concentration
- Red can increase heart rate and breathing, as well as reinvigorate the mind
- Blue can increase people’s productivity and is a calming colour that evokes feelings of serenity
- Violet has associations with royalty and usually communicates the finest possible quality
Fitnessé will have a variety of rooms including a fitness area, a well-being area, a café, a crèche and front of house. Each room will have different members of staff wearing different colour clothing to match the colour psychology that will work best for that area. For example: Orange uniform shall be worn in the crèche so that children will be happy whilst their mothers are at the gym working out.
mollyrosemaddison 