NRLY is a new gym brand consisting on fun and intense training focused on action sports movements. The brief was to design all their identity starting with a name and logo.
When developing the creative concept I decided that communicating friendliness and coolness at the same time would be the ideal way to go in order to get away from the traditional muscle-building gym concept. Using that as a base, I chose a mix of colours that reflect action, intensity and dynamism but friendly and engaging to the eye, either by themselves or combined.
Additionally, for the image treatment I decided to recurre to some effects that support the dynamic and energetic feeling, accompanied by fun graphic element patterns and a tone of voice that is familiar to the target audience.
Finally, I also came up with a brand manifesto communicating NRLY’s philosophy and values, in order to create a stronger sense of community and identity.