Flawless Boxing & Fitness

INTRODUCING THE NEW FLAWLESS BOXING

Flawless Boxing & Fitness had already established itself as a great gym to train with. Capitalizing on one of the biggest fitness trends in the world at the time. When first working with them in 2014 we were simply tasked with only designing their logo. In 2019, as they began planning opening a newer, larger facility they approached me to help with the overall brand strategy. The logo evolution, moved away from the standard logo mark to the simpler and more refined one, whilst the new brand highlights the Flawless brand features.

Our Approach

Each branch has been designed from a master kit of parts of typography, color, tone-of-voice and sound design that flex and stretch to create unique personalities that stand alone and sit together.

We retained some of the existing Flawless brand assets (mainly FBF logo) but set about using it in new and different ways to bring to life the ‘dominate’ idea and breathe new life into the identity.

We created Flawless Boxing & Fitness, the same footprint whilst capturing the essence of each branch.The Flawless brand contains three main areas: Gym – informative and engaging. Members – highlights successes and motivating. Events – bright and inviting. 

We identified unique tones for each of these to aid navigation at the gym and built out the messaging framework to land the many powerful, relevant benefits of attending and participating in each category.

The Gym

Flawless Boxing & Fitness gym should feel informative. The signage is designed to clearly showcase information such as where members should sign-in, location of water fountains and restrooms, as well as further benefits of the gym such as staff and personal training availability. 

The Members

Flawless Boxing members should feel motivated. The signage is designed to clearly showcase member highlights such as fitness goals, transformations, as well as further inspire members to push through any blocks that may be hindering them mentally or physically. 

The Events

Flawless Boxing events should feel fun and inviting. The signage is designed to pop and showcase the wide range of events Flawless Boxing hosts throughout the year including, Fight Club, Fight Night, Beat Box, etc. 

We developed a series of page designs with Flawless illustrating potential features and functionalities they’d liked designed. It was my duty to break these concepts down and develop a UI that best represented these concepts — starting with wireframes.

The result is a completely new Flawless Boxing brand, reimagined from top to bottom; from digital to set-design, house-style to photography. A bold change to digital-first, friendly and fit-for-purpose for every screen.