As someone who is engrained in the fitness industry, I felt that it was important to give World Health & Fitness something that would not only address the generic and dated look of their Microsoft system font logos, but also create unity across their locations. In addition, I wanted to ensure that the Ladies World logo did not take an overtly feminine turn—I felt it important to make a broader appeal to a younger category, a market which they felt was lacking in their memberships.

To take the work even further, I also chose to go on-site to get some shots of their group classes in action, which could then be used to support the updated look and feel of the brand.