Bruce

Freedom Training Club

New Visual Identity

2021

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Combines hundreds of boutique fitness studios and gyms into a brand new members club.

Problem

Working out should be fun. Today's fitness industry has long lost its balance. By constantly pushing, competing, measuring and comparing people forgot about the fun & miss out on the chance of being a part of something far greater.

Solution

Welcome to Bruce Freedom Club. A community where everyone is welcomed and a club where fitness is less prestigeful. We helped Bruce create a brand narrative and executed a visual identity around it.

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We created an expressive visual language to express the feeling of joy in exercise—transforming it from just another gym membership to an inclusive club.

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Tomtebogatan 32
SE – 113 38 Stockholm