When we were approached early in 2009 by the owners of Sports & Fitness Clubs (SF), I was excited to hear their story about how the Charlotte area needed some better options when it comes to fitness centers. We started the project on the ground floor with the development of the S&F logo and branding image. While listening to the goals of the S&F ownership and where they wanted to go with this new concept, it became apparent that they wanted to establish themselves as a clean, modern and professional brand.
When it came to the logo, it was important to show the brand as an active and exciting place to take care of your fitness needs. The “swoosh S” mark (as it lovingly came to be known) was the final winner in a logo designing spree that lasted well over a month. The “swooshes” bisecting the “S” stand to show motion and a sense of activity. When it came time to decide on the corporate colors, their outlook was simple… “we want a bold color combination that will instantly stand out and identify our branding from that of our competitors.” In the end, a color combination of a bright and bold orange and black was the winner.
Once the logo and identity was established we began the work needed to further that “look” into the advertising, marketing materials and website for the brand. Furthering the notion of the “swoosh” representing motion, we developed a consistent brand image with a prominent orange swoosh on all S&F materials. Having the overall “look” settled upon, we began the process of building the S&F website.
The overall design of the S&F site is closely tied to the clean, modern look of the other marketing materials, utilizing a pretty restricted color palette of orange, black and shades of grey. As for the functionality of the site, we implemented a Content Management System (CMS) for quick and easy client-side changes, Google Calendars for easy and quick updates to the various club fitness schedules and all kinds of various back-end goodies that most visitors will never see.
If you get a few minutes, or if you’re in the market to join a new fitness center (we all have those New Year’s resolutions to keep up with, ya know…) drop by and check out a SF location near you.
“We would not be where we are without Justin and Sublmnl Design. He took our ideas and made them real. From print ads, to email template designs, posters, banners, scan cards and direct mail pieces. There is no limit to Justin’s abilities. We’ve come to count on him for all of our design needs. He is professional, talented and committed to getting the job done exactly the way you want it!”
- Tonya Anderson | Marketing Director, Charlotte Sports Center/Sports & Fitness Clubs