ANATOMY – Boutique Gym
MÉXICO
Anatomy is not your average neighborhood gym. While most just focus on providing exercise equipment and the usual amenities, this boutique fitness space offers an outstanding atmosphere, stylish interiors and personalized training. Set against Chipinque, a beautiful ecological park on the Sierra Madre mountain range, Anatomy presents its customers stunning natural views to enjoy while they workout.
We took on the challenge of communicating the key aspects of the project that make it stand out from the typical fitness centers and health-related brands. First off, we created a strong name inspired by concepts such as movement, determination, human body, and the natural desire for wellbeing. We named the boutique gym Anatomy, a memorable reference to the scientific study of the body and its parts.
Anatomy’s identity comprises two key elements that make the brand seem alive, organic. We designed a compelling icon loosely influenced by the relation between geometry, aesthetics and human proportions. The resulting symbol goes beyond the representation of the project, because it can also be easily identified with sports in general, ranging from clothing brands to nutritional supplements. The second piece is a light typography with an exceptional personality. Both elements, wordmark and symbol, are complemented by desaturated, minimal images.
Last but not least, we developed the catchy one-liner Out of the Norm, a sort of tagline that states the project’s unconventional nature. The complete identity created for Anatomy clearly expresses the brand’s personality and wellness philosophy as well as the location’s beautiful, inspiring atmosphere.
