Computer Arts - UK (2020-06)

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A BRAND PROPOSITION

Rachel Lecompte

In October 2018, Sadie Kurzban, the founder of

305 Fitness, contacted us to talk about the project.

She wanted a new brand identity that would

communicate the exciting, fun and irreverent

tone of the 305 Fitness experience while making it

accessible to a wider audience. The brand needed

a more defined toolbox including a new logo and

brand guidelines to unify all of its touchpoints.

We always begin an identity project with

research to create a brand positioning strategy

deck. This helps us understand the client’s market

and audience. We watched videos of live workouts

to see what motivates 305 members and the

coaches. We noticed that the clientele are adults

who want to stay fit, but would rather go to a

dance party than a gym. They’re open-minded,

fearless, loud, sexy and colourful. The 305 workout

is efficient, and the coaches are fun and motivating.

But what keeps customers coming back is the

liberating feeling of being in a place where you can

express yourself without being judged.

By identifying the market (fitness), the

audience (people who prefer to dance rather than

go to a traditional gym), the insight (they want to

express themselves) and the creative theme (305 –

Miami’s area code) we had a unique and relevant

recipe. Our brand proposition became ‘305 – the

most inclusive workout out there’.

THE DESIGN APPROACH

Gabriel Lefebvre

The look that we wanted to create was a modern

version of Miami’s classic Art Deco style, with

a definite nightlife vibe. We referenced the

Miami Art Deco colour palette, industrial design

and graphic style to find a modern way of

interpreting them.

We discarded the old logo straight away and

explored several different ways of expressing

the brand in a logo. The mark we created

communicates the brand’s position, while being

iconic, different and memorable in its category. It

was created from two typefaces that we developed

specifically for 305 Studio. ‘305’ is rendered in

sporty, condensed sans-serif numbers that are easy

to read and also form a square. Then, the slanted

neon sign-style script font sits in front of them

to add personality and style to the structure. The

PROJECT

GABRIEL LEFEBVRE

Co-founder and

creative director,

ethos

Before co-founding

ethos, Gabriel spent 13

years working in some

of Montreal’s leading

design agencies.

Convinced that design

is a vector of social

change, Gabriel

ensures that all the

brands he creates bear

an ethical stamp.

SADIE KURZBAN

Founder, 305 Fitness

Sadie is the founder

and CEO of 305

Fitness. Described as

‘the next fitness cult

leader’ by The New

York Observer, Sadie

• a graduate of Brown
  University – has been
  featured by numerous
  media outlets such
  as Good Morning
  America, Harper’s
  Bazaar and Vogue.

RACHEL LECOMPTE

Co-founder and

creative copywriter,

ethos

A copywriter

specialising in

branding and brand

building, Rachel

co-founded ethos

following a stint at Sid

Lee. Her work has been

recognised in Canada

and the US by Grafika,

Applied Arts and

Communication Arts.

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