This was an initial Rebranding/Revamp design & layout campaign project for a string of gyms across the midwest. Retro Fit-Ness is essentially modeling "idealized" gyms of 1980's - neon colors, New Wave synth music, a darker semi nightclub atmosphere.
The client provided a black & white logo (their original logo, which was primarily paired with white or pink copy) and a handful of catch phrases. I was then tasked with creating an 80's vibe with a slightly modern spin.
Initial color idea were: black, neon blue/aqua/magenta/electric pink or orange - similar color palettes from 1980's movie posters or films like Tron - the aqua/blue and magenta worked the best. Using the color scheme, work-out images were "electrified" for an intense workout. Pretty interesting concept and ideas.
- All collateral was created in Adobe Illustrator and Adobe Photoshop -
