The Set Fitness Branding

A branding project I did for the gym called The Set Fitness. They are a private gym in Chagrin Falls, Ohio. I worked on this project with Emily Gundry, who was the art director for this. The Set demographic is geared towards older middle aged women of upper middle class. So I geared the color scheme to softer blues and yellows. However, we also wanted to bring in the male demographic as well, so for the typeface we made it a strong san serif that was more boxy which related back to the logo.