ETHOSTHE VERDICT
Sadie Kurzban
ethos was recommended to me by a friend who ran
Laundry Service, an ad agency that the studio has
also worked for. I found them to be down-to-earth
and inspired by the vision for 305 Fitness.
I knew the brand needed to convey our core
values more, particularly fun and self-expression.
Our brand identity had been inconsistent – we
never had an official visual packet, so we were
throwing whatever at the wall. We needed
something that conveyed the energy and inclusive
spirit that you feel when you step into a 305 class,
so I loved the way ethos used the colours of the
rainbow. It’s such a simple idea. The rainbow
is the universal symbol of inclusivity, optimism
and playfulness.
I absolutely adore our new identity. We’ve just
hired our first ever creative director, Jess Cassidy,
and she’ll be taking the ethos designs, evolving and
implementing them. I’m excited to see how she’ll
use ethos’s work as a great foundation to continue
the evolution of our brand and to push it forward.FACING PAGE
Yes and no – these
mood boards indicate
the stylistic
expressions ethos
wanted to associate
with 305 Fitness.
THIS PAGE
Both the photography
and the copy had to
capture the 305
Fitness attitude. The
brand is very much
love it or leave it.
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