Planet Fitness Brand Refresh

With over 2,000 locations around the world, Planet Fitness has become one of the largest fitness club franchises. The brand was founded with the intent to increase access to fitness by offering affordable memberships, as well as creating a more inclusive and comfortable gym environment. Over time, Planet Fitness has received criticism for solely focusing on the beginner level gym-goer. The goal of this refresh was to address those concerns and create a new identity for Planet Fitness that entices their audience to stick with the brand for their entire fitness journey. By adding to and re-envisioning the messaging that Planet Fitness has already, along with creating a striking, yet simple visual identity, the brand will consistently and effectively communicate their mission of accessibility and inclusivity for all their gym members.