GYM GIRLS LOCKER ROOM
FOUNDED BY INFLUENCER @SYDGROWS, GYM GIRLS LOCKER ROOM STARTED OFF AS An inclusive, WOMEN ONLY FACEBOOK GROUP AND HAS SINCE EXPANDED INTO A FULLY FLEDGED BRAND.
THE BRIEF:
Gym Girls Locker Room is a Facebook group turned brand, that provides a safe and supportive space for gym girls to meet, chat and collaborate. As GGLR transitioned into a brand, they needed a logo and brand identity that fit within the fitness industry, but that was also immediately recognisable and self explanatory. They wanted their identity to feel unique and relatable, taking inspiration from gym girls’ diaries and community aesthetics.
THE PROBLEM:
The fitness industry is extremely competitive and oversaturated, leaving little room for new brands to break in. Gym Girls Locker Room is a community first brand, and they wanted a relatable and approachable brand identity. However, it had to be professional enough to stand alongside other big players within the industry.
THE SOLUTION:
I created a brand identity which focused on simplicity and visual resonance. The logo is self explanatory, and the chosen typefaces are dominant- but in combination with other brand assets allowed creativity and variation. Paper textures and handwritten elements informed the brand assets to add a relatable, community feel. The outcome was an identity that was inviting and friendly, yet dominant within the fitness industry.
