Following the success of their pop-up store in Shoreditch in 2015, WIT Fitness came to us with a bold vision to create a brand identity, digital strategy and design language that would help them forge their position as the world's leading training specialist.
Working with the team at WIT, we created their identity which was lead by a graphic system that uses typographic messaging, grids and patterns to reflect the brand's urban appeal and city influence. This created a contemporary, fresh and bold aesthetic conveying movement and athleticism.
We developed and implemented this design strategy across all parts of the brand journey from retail & training websites and social channels to the physical spaces and in-store digital systems an ecosystem designed to showcase the entire portfolio of retail brands, stores and services.
The results were clear: an immense cult-like community driven by higher sales conversions, a unique and ownable brand aesthetic, awareness with new and existing consumers, improved engagement, new partner-brand launches, product launches and pro-athlete events.
WIT's global presence has grown quickly – starting from their flagship in London, to physical and digital stores in Europe, Asia and the Middle East, and now establishing flagship gym/retail facilities around the world.
Since 2018, WIT's position as the world's leading training specialist has been cemented as global mega-brands Nike, Reebok, Adidas and Under Armour have collaborated with Fluoro and WIT to create limited edition co-branded footwear designs.
In 2021, WIT took it a step further and signed a multi-year deal to become an official global e-commerce and physical retail partner of CrossFit, a global community of over 4 million people and 15,000 affiliate gyms worldwide.
- BRAND IDENTITY
- BRAND GUIDELINES
- CREATIVE DIRECTION
- ART DIRECTION
- BRAND POSITIONING
- DIGITAL UX STRATEGY
- DIGITAL UI DESIGN
- Printed materials
- Environmental graphics
- BRAND STRATEGY MATERIALS
- Presentation materials
- Marketing materials