Heavy Metal Gym in Ilkley started as a power lifting club. Over the years it has expanded to introduce a variety of classes and it has built up a clientelle of people using the gym for general exercise whilst still holding onto their unique power lifting concept.
With an expansion of the business model it was time to visibly target a wider audience and stir the image slightly away from the heavily male orientated 'look and feel'.
We were asked to help Heavy Metal Gym change the perception of the place slightly to include a much wider audience than originally targetted in order to reflect what the gym offers today.
The brief was broken down into 3 stages; a new logo with potentially a new name, a new website and new signage by the roadside and on the building.
After much consideration we advised Pete and Andrew to not change the name of the place but to just add 'Gym' as it was originally only called 'Heavy Metal'. Having built up good will over the years we felt it was important to keep the name for brand awareness and not distant themselves from the existing clientelle.
We designed a new logo with a clean typeface and kept the colourways to soft red, soft black and white. This colour scheme lends itself well to the black and white photos we were intending to use on the website and importantly didn't deviate too far from the existing brand colours.
Design of new logo.
Design and production of new website.
The final stage of new signage has yet to be completed.