Steply - Concept Project, 2025

Rebranding project for Anytime Fitness (concept project), transforming it into Steply, a supportive, beginner-friendly gym, including a refreshed brand strategy, visual identity, and comprehensive brand guidelines to align with its mission of making wellness approachable for everyone.

Project Goals

Create a more supportive, inclusive brand for fitness beginners or those seeking a non-intimidating environment and make fitness feel approachable and personal.

Challenges

Problems with the existing Anytime Fitness brand

  • The brand lacked warmth and emotional connection, especially for beginners.

  • The overall visual identity felt outdated and didn’t reflect current wellness values.

  • While the brand claims to be inclusive and supportive, its current branding doesn’t effectively communicate that message.There’s room to better express these values.

Why it needed a rebrand

  • To better attract individuals who are new to fitness and seeking a more supportive, less intense environment.

  • To create a softer, more approachable identity that emphasizes wellness over performance and welcomes people at any stage of their journey.

Target audience

  • Young adults & beginners who feel overwhelmed by standard commercial gyms, high-pressure fitness spaces

  • Individuals looking for balance, self-paced progress, and a welcoming atmosphere

Solutions

Design Branding

  • Identified a refined target audience and developed a brand concept centered on inclusivity, motivation, and genuine support.

  • Created a new brand name, Steply, to embody the refreshed positioning and mission.

  • Designed a distinctive logo that communicates the concept and stands out in the fitness industry.

  • Curated a color palette that conveys warmth, clarity, and energy while reflecting the brand’s personality.

Brand Identity

Close-up of a yellow paper with the blue Steply logo and text, featuring two circular openings.
A webpage section titled 'Define Our Brand' with sections labeled 'Our Mission', 'Our Vision', 'Our Purpose', and 'Our Core Values'. The mission emphasizes creating helpful tools and motivation, the vision focuses on wellness empowerment, the purpose
A person running outdoors near water with a fountain, with the words 'Wellness at your pace.' overlaid.
A presentation slide introducing the new brand name 'Steply' with a logo and a description about wellness and progress.
A graphic design showing a logo made of two blue semicircles and two yellow circles, along with a descriptive explanation of the logo's shape and colors in black text.
A digital color palette with six colors: primary blue, secondary yellow, accent green, neutral gray-blue, charcoal, and white, each with hex, RGB, and CMYK codes.
A typographic style guide outlining three font variations: Chillax Variable (Medium weight with uppercase and lowercase alphabet), Semibold, Satoshi Variable (Regular), and Bold. Each style displays the alphabet in uppercase and lowercase.
Stack of blue business cards with white logo and the word 'Steply' on a yellow background, casting shadow.
Collection of branded stationery including a letter on a mint-green background, blue envelopes, business cards, a pen, and black bulldog clips, all with a blue and white color scheme.