Destination Fitness
Strengthening a fitness brand.
In 2016, we were tasked with delivering a new brand for Destination Fitness that embodied their philosophy: health is a destination—a place you’re always striving to reach. Inspired by the word “Destination,” we designed a logo featuring a flag on a map—a simple yet powerful symbol of progress and purpose. This clever mark established a strong identity.
Building on this foundation, we focused on increasing membership. We redesigned their website and enhanced their social media presence with engaging workout class videos. These updates helped Destination Fitness stand out in a competitive marketplace.
New Space, New Look, New Energy
Fast-forward to 2024, Destination Fitness has grown into a wellness destination with its brand-new facility. This expansion brings an impressive range of services and amenities, including a shake shop, two class studios, two personal training studios, a 3,200-square-foot 24/7 gym, six treatment rooms, locker rooms, and men’s and women’s saunas. To reflect their evolution into a hub for total wellness, they needed a modern, cohesive brand and website refresh to match their inclusive, results-driven environment.
Introducing the Three Pillars of Wellness
We helped define, design, and update the Destination Fitness brand by creating three pillars: FitFlex, FitLife, and FitFuel. Each pillar has its own unique logo, yet all work seamlessly under the Destination Fitness family.
- FitFlex: The 24/7 fitness center featuring group classes and personal training sessions.
- FitLife: A holistic wellness center offering massages, physical therapy, and esthetician services.
- FitFuel: The in-house nutrition cafe serving nutrient-packed shakes, teas, and aloe drinks.
A Website That Works as Hard as They Do
To complement these new services, we built a user-friendly website that makes it simple for clients to:
- Book appointments for wellness treatments or personal training.
- Order food and drinks from the FitFuel Cafe.
- Manage memberships and access gym resources online.
The result is a refreshed brand and website that reflects Destination Fitness’s commitment to health, wellness, and community.
