Bruce

A breakout brand for a new type of gym membership

Deliverables

Brand identity

Year

2021


Bruce is a flexible gym membership offering the most varied range of boutique training facilities in the 6 largest cities in Scandinavia.

Challenge

The fitness industry has always been full of visual cliches built on performance frenzy and perfect bodies – Bruce needed to stand out against in the sea of fitness apps and gym chains – yet clearly manifest their core offering.

Solution

Bruce’s visual expression was shaped primarily for their extended digital presence on the web and in their app. We created Freedom Training Club  – Deeply rooted in the characteristics of being a Bruce member – flexibility, community, adventurous and rebellious.

 

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