Concept creation, logo design, brand strategy, graphic design, web design
The idea
Redefining the modern day workout. Rec is a movement empowering human beings to have fun while bringing their bodies to motion.
The name
Rec is short for recreation. There is an overwhelming trend in the fitness industry for brands to be very intense and I wanted to offer a new perspective on what a fitness brand could look like. Fitness is meant to be fun, you work all day at your job and a workout is time invested in yourself - of course it should be fun (a maybe a little bit challenging).
The colours
In an attempt to lighten things up, the Rec colour palette is a dark royal blue, white and mid shade grey. This translated into print material, merchandise, and onto the social feeds.
The hashtag
#sweatatrec - a unique social identifier is a huge part of name and brand creation. As a fitness studio, what better way to associate people tagging your brand than what they do most when they visit, sweat. When the new social accounts were launched, the hashtag had never been used before, allowing Rec to completely own their online audience.
Photos by Kayla Mann Photography, Creative direction by Chloe Popove