My local gym owner asked me to look at giving the gym a new brand that reflected a local and inclusive feel all on a limited budget. Before this, there was no consistent look and feel and prospective members were drifting away to join bigger national gyms. I came up with a 'tag' style mark that is easy to apply onto to any application. I used black and white reportage style photography of the locals using the gym and the the instructors taking the classes. I wanted to reflect the diverse people from young to old enjoying keeping fit, and promote the social benefits of using a local gym over a national one.