Zap Fitness 24/7 isn’t your regular budget gym brand. Their members enjoy access to state-of-the-art spaces, specifically designed for people who are serious about achieving their fitness goals - which provide them with everything they need, and nothing they don’t.

I was approached by them to create a brand platform that celebrated their no-nonsense approach to fitness. They wanted to flip the script on how budget gyms are perceived, positioning themselves less as a cheaper alternative, and more as an aspirational destination for people who are more hardcore than those who frequent places like Fitness First or Virgin Active gyms.

The insight I leaned into was that the more serious you are about fitness, the less help and fancy frills you need to get shit done.

Which led to this absolute Bobby Dazzler of a line, which was the perfect distillation of the unique mindset the brand and its members share.