Lift stronger. Live longer.
Groundwork Fitness
Groundwork Fitness is an inclusive strength training gym based in Carrington, created to challenge the traditional perceptions surrounding strength training and ageing.
Karl and the Groundwork team have built a welcoming environment where people of all ages and abilities can feel confident stepping into the gym.
Design Bug developed the brand identity and supporting visual system to reflect this philosophy, creating a confident and modern brand that communicates both strength and inclusivity.
The Thinking
In the fitness space, it was important that the brand moved away from the intimidating feel often associated with traditional gyms. The identity needed to reflect strength and energy, while also feeling approachable, inclusive and community-focused. We worked closely with Karl and Sally to define the brand’s personality, values, name and tagline, creating a strategic foundation that supports Groundwork’s mission to help more people feel comfortable and confident in strength training.
The Identity
The identity centres around strong, confident typography paired with a distinctive brand mark that references movement and structure. A bold but balanced colour palette was developed to reflect strength and energy while maintaining a clean, modern aesthetic. Supporting graphic elements and brand shapes were introduced to create a flexible visual system that could be used across signage, digital platforms and promotional materials while maintaining a cohesive brand presence.
In Practice
The brand system was designed to translate clearly across a variety of touchpoints including studio signage, apparel, digital platforms and marketing materials. The result is a cohesive identity that supports Groundwork Fitness in presenting a confident and professional presence while staying true to its welcoming, supportive and community-focused approach to training.
Project Details
Industry
Services
Location
The Thinking
In the fitness space, it was important that the brand moved away from the intimidating feel often associated with traditional gyms. The identity needed to reflect strength and energy, while also feeling approachable, inclusive and community-focused. We worked closely with Karl and Sally to define the brand’s personality, values, name and tagline, creating a strategic foundation that supports Groundwork’s mission to help more people feel comfortable and confident in strength training.
The Identity
The identity centres around strong, confident typography paired with a distinctive brand mark that references movement and structure. A bold but balanced colour palette was developed to reflect strength and energy while maintaining a clean, modern aesthetic. Supporting graphic elements and brand shapes were introduced to create a flexible visual system that could be used across signage, digital platforms and promotional materials while maintaining a cohesive brand presence.
In Practice
The brand system was designed to translate clearly across a variety of touchpoints including studio signage, apparel, digital platforms and marketing materials. The result is a cohesive identity that supports Groundwork Fitness in presenting a confident and professional presence while staying true to its welcoming, supportive and community-focused approach to training.
Project Details
Industry
Services
Location
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