In early in September 2023, PureGym held the first ever dedicated Over 50’s Fitness Championships, to show that you can have strength, endurance, and mobility at any age, and inspire more people to take up exercise later in life.
Event branding to make a statement.
As creative lead on this project, my focus was to provide a new identity that could be used across collateral for the day, promotions and create some excitement in press.
This identity needed to stand out from the core PureGym brand, resonating with the older demographic without alienating possible participants from the competition aspect. This could easily have been depicted as an elite, masculine event or even patronising.
An event that participants would be proud to be part of.
The identity.
It started with the idea of a parodied identity following a similar style to the iconic American MLB and NBA logo design. These logos have been timeless and iconic for decades.
This felt like a great positioning for the event branding to gain a strong personality.
Providing excitement and energy, the Over 50s event branding strikes a great balance between the PureGym parent brand and giving this event a unique look, ready for the participants and the press to enjoy.
Collateral was rolled out for the event (shown below), which included a host of marketing items as well as signposting and decoration for the event.
