The Summit is a personal fitness company that aimed to move away from the traditional gym model, opting instead for an appointment-based personal training approach. They sought a brand refresh that stayed away from the aggressive, intimidating feel of some fitness and training brands, while conveying the premium feel and quality of their services.

Branding Round A

With a blank slate in front of us and fundamental questions about the brand, Round A was very much about exploration and discovery. Was The Summit an energetic fitness solution for busy professionals, or was it more of a concierge fitness service? These are the types of questions we wanted to answer early in our exploration.

Branding Round B

By now we understood a bit more about how we wanted the brand positioned, combining elements of a calming med spa, with powerful imagery of personal achievement, all with a premium sheen. So, we dug into the details, experimenting with subtle variations to the brandmark and color palette.

Branding Round C

With a type treatment and a series of brandmark variations selected, Round C became all about dialing in the color. Were we looking for something softer, like the slate grey blue, or something with a bit more of an edge like the earthy gold/brown?

Final Brand Package Delivery

The final brand threaded the needle of looking and feeling like a fitness brand, but not intimidating less “serious” audience members. It feels both accessible and premium. It feels like a brand that is ready to grow from a local Philly brand to a national contender, which is exactly what its founder intended to do.