Lifetime Fitness
Background
Lifetime Fitness is a chain of health clubs in the United States and Canada, comprised of traditional gym features as well as many others, such as indoor/outdoor pools, climbing walls, and spa services.
Problem
While the company itself is well-established, the existing brand identity seems invisible and has no connection to the brand’s values. This is a missed opportunity for the company and contributes to its lack of public recognition in comparison to its competitors (Equinox, etc.)
Design Objective
My goal for this project was to create a more considered and memorable brand identity that better represented the brand’s mission of promoting healthy living throughout one’s life. I was aiming for a welcoming and refined brand personality that didn’t feel imposing and could speak to a wide audience, not just the hardcore fitness community.
