Sometimes, we meet with clients who come to us asking to start the branding phase with no restrictions. Although that was also what the partners behind Sweat Studios wanted, they had one unconventional request: to match the brand color to a pen they had and loved, which happened to be a metallic shade of pink/purple. It was a challenge we were willing to explore! We used a variation of that color as the brand accent, and was able to develop the sweat drop icon which has become the face of Sweat Studios today. Offering a range of classes in their studios, the brand had to be energetic and friendly to promote an environment that pushed you to break a sweat!
In designing the interiors of the space, we wanted to preserve the existing industrial details to compliment the raw urban details. The brand color was able to come into play in the piping, display areas and way-finding in gym. The two studios needed to be flexible to support the Les Mills lifestyle - who happen to be overlooking one of the greatest views in the city. One of our favorite details in the space is definitely the whiteboard locker doors, which allows the member to mark their territory, voice their opinion, or even get their creative juices flowing before/after a class!
