Detox Club is an exclusive fitness facility offering dynamic personal training, private pilates and a wide range of innovative and challenging group classes. Known for being home to many of Toronto's top fitness instructors, the studio benefits from having a great reputation amongst it's devoted clientele. I was commissioned by Detox Club's owner to create a visual identity and brand imagery that captured the essence of the studio's mind and body approach to health and fitness.
The logo design features custom stencilled letterforms reminiscent of the underlying skeletal structure of the body. A palette of black, white and holographic foil, complements the vivid colors of the figures in motion, creating a bold and distinct visual identity. Various applications were designed including stationery, printed materials, a website, gift cards, outdoor signage, and advertising.
As part of the research phase of the project, I visited Detox Club to see first hand the fitness classes and personal training services in action. Three key observations came to light that would direct our approach for the visual identity and brand imagery – structure, motion and energy. Further conversations with the client revealed that a personal background in dance also informed the studio's philosophies, which inspired the creation of a series of figures in motion.