Anytime Fitness
Real AF
The Challenge
Anytime Fitness needed a rebrand and supporting campaign to coincide with renovations at their physical locations.
The refreshed brand identity needed to feel inclusive, empowering, and joyful, while still staying true to many elements, like core colors and logo of the existing branding.
The Approach
The complexity of this project was building a system for two distinct audiences with different needs, franchisees and customers. The direction balanced form and function with a brand identity and campaign that felt bold and intentional for the brand’s next chapter.
I focused on expanding the new visual identity for motion and video. The goal was to maintain continuity, using the same tone of optimism and empowerment from the static work and bring it across various video and motion formats to support the 360 brand campaign.
Role
Motion Designer, Editor
Client
Anytime Fitness
Agency
Colle McVoy