Paladdiam Fit Cabramatta was simply an idea when the owners came to us having seen how we work with other organisations across whole-of-business. Their brief was simple but wide-ranging: take the name and bring it to life for a start-up gym and fitness centre in Cabramatta, across a range of communication channels, ensuring we capture attention and maximise opportunities to turn enquirers into members.
The identity was developed from our understanding of the business – who it was attracting, how it was to differentiate itself in a competitive and price-driven market and how it could create ownable brand space. Thus, the focus was on creating something with a human element – using friendly, welcoming type and a device that would serve in a variety of contexts.
This was then extended to wider brand language, reviewing the environment to see how people would use the space and how we could integrate the brand throughout, in a positive, even amusing way. The wayfinding and door signage for example adopts standards forms but interprets them in more dynamic and unexpected ways, reflecting the idea of a moving and fitness-focused space.
From our newly-developed identity system and working closely with the owners and construction teams to understand the vision for the gym, we then rolled the system and brand language out across the entire gym environment, planning the whole idea during construction – literally from the blank space – and working with the team to identify an appropriate palette, finishes and integration of branded elements.
In order to ensure even better brand immersion, we also wrote and integrated key brand statements, messages and keywords which were replicated across other channels and into social media.
“Scribble & Think understood our ‘big idea’ and helped us turn it into a real-life brand. They worked with us to create our identity, all our collateral, and our gym environment, which is really liked by our members! We also asked for help with our web content, which Scribble & Think produced quickly and efficiently for us. Very happy. ”
Tianna Mai, Managing Director, Paladdiam Fit