Planet Fitness Rebrand
Class: Advanced Campaigns
Professor: Wayne Geyer
Tools used
Adobe Creative Suite
The Project
The project was a rebrand. The client was Planet Fitness. They are widely recognized but often reduced to memes and strict-rule stereotypes. The challenge was to give them a design update and further push to reframe the brand around its original promise: a judgement free zone.
The Action
I retained the recognizable purple and yellow while introducing gradients, patterns, and a custom typeface to modernize the identity. New messaging such as “Your space to move” and “This is your atmosphere” shifted the tone toward empowerment. I also developed a supplement line extension to expand the brand’s physical presence.
The Result
The rebrand preserves equity while repositioning Planet Fitness as supportive and aspirational. This project showcases strategic reframing and cohesive brand system development. It is one of my most confident and comprehensive identity projects.
