Putting Theory into Practice • New Identity for Orangetheory Fitness by DesignStudio — 🧑💼 ABOUT THE CLIENT (Est. 2010) “Orangetheory is an energizing total-body fitness program that combines a dynamic blend of strength and cardio to build muscle, boost metabolism, and deliver lasting results that people can see and feel. Our fun and immersive group workouts, guided by triple-certified coaches, are designed to transform members from the inside out—physically, mentally, and socially. With over 200,000 workouts taken daily by more than a million members in over 1,500 studios across 25+ countries, Orangetheory fosters a supportive community for individuals of all fitness levels, along with dedicated teams committed to guiding them on their journey. Cutting-edge technology tracks both in-the-moment and long-term progress, helping members discover more about themselves as they work toward their goals and live longer, more vibrant lives.” • 🦸 FROM DESIGNSTUDIO “The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer. So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone. The Orangetheory brand identity needed to represent and amplify these Pillars. We began with a system of cards, connected by an embedded spark of energy. These cards allow the brand to present the essentials, guide members on their journey, and showcase insight and inspiration.” • 🧑💻 BRAND NEW’S REACTION The tone of voice is solid too, with bold and encouraging claims but never getting too cringey or overly motivational where it becomes annoying or preachy. Overall, this has a lot of moving parts, not all quite well related to each other but that manage to come together in an energetic, slightly chaotic way, which is actually quite in tune with the OT workout experience. — #noted #branding #identity #2024 #brandnewbyucllc #new #lifestyle #gradients #texture Link: https://lnkd.in/gVVtv_f3
