Basic Fit is a pioneer of an innovative, no-frills approach to fitness driven by self-service and best of the basics. To support its rapid growth and expansion, Basic Fit invited UXUS to create a new brand positioning platform, identity guidelines and interior concept for rollout across Europe.

 

UXUS developed a comprehensive 360-brand system – from identity and tone-of-voice guidelines to the full member experience and signature rituals. Each touchpoint conveys Basic Fit’s “fitness for people” philosophy ensuring an easy, fun and accessible customer interaction.

 

The interior and visual identity are inspired by bold and basic sports vernacular, using abstract sport icons and field lines to create a simple and iconic visual language that is both engaging and easy to understand.

 

Opening: December 2014

Area: 1198m2

Client: Basic Fit

Location: Hoofddorp, The Netherlands