Pulse
Brand Identity & Design
The Challenge:
A ladies-only gym had found that their brand was only attracting a certain demographic of member. They aimed to attract more young professionals through a visual rebrand.
The Brief:
Rebrand the ladies-only gym with a name and visual identity that would help to appeal to this new target audience, without alienating the existing client base they had already established, supported by comprehensive brand guidelines.
The Solution:
We initiated the process by pinpointing the target customer and studying brands that resonate with them. We chose the name ‘Pulse’—a dynamic and energetic name with strong links to fitness. The logo incorporated a distinctive yet simple wordmark and logo mark, ensuring easy recall and versatility across applications.
A vibrant, gradient colour palette added motion to the visual identity, and stylized photography, featuring subjects illuminated in these colours, added an identifiable and relatable element for the target audience.
Combined, these design elements form a cohesive brand identity adaptable across channels, effectively resonating with the identified market sector.
