Art Direction / Concept / Photography Art Direction / Execution
BFX Studio is a line of boutique gyms in New York City, Boston, and D.C. that caters to affluent urban clients who want a luxury workout experience that feels personal. My team and I were brought in to create the brand from scratch and create a strong comprehensive visual identity to differentiate the company from competitors like SoulCycle and to insure brand consistency when new locations open. I worked with BFX and Town Sports International (New York Sports Club) to create visuals and messaging that resonated with their customer. I art directed a photo shoot with sepia-toned models (try telling someone to hold a pushup position for 10 minutes!) to convey the gym's sense of luxury and calm. The logo uses a fashiony serif font paired with a sturdy sansserif font and I created military-inspired supporting graphics to represent the gym's four offerings: group fitness, Spinning, and personal training. Once the branding was complete and the brand book bound and printed, I worked with an architecture firm to create way finding systems and carry the brand elements through to the interior design.
After the branding was complete, we designed the BFX website and made it fully responsive so customers can reserve classes on the go.
The BFX website had to feel like a high-end gym website while also getting across a ton of information. I worked with my design team and UX designer to create an easy way for customers on mobile devices to select from hundreds of class offerings and reserve specific Spinning bikes.