First launched in Shoreditch in 2009, Frame burst onto the ever-evolving fitness scene demanding attention. Offering classes for everybody, size, shape and ability introduced a whole new approach to health and wellbeing with a chain of studio gyms accessible to all. The brainchild of Pip Black and Joan Murphy – pioneers of the industry, theirs was a rare business model that shaped the future of fitness today with pay as you go classes and online booking as standard. This was a brand The Creative Corporation was keen to work with and we were hired to provide their brand strategy, brand identity and creative direction. The project involved market research, brand development including guidelines and palettes, website, advertising, social media campaigns and in-store artwork.
10 years on and the original brand identity is still as striking today as it was at launch – but now with the added kudos as a fitness icon across the Capital. With over six sites spanning Kings Cross, Farringdon, Hammersmith, Fitzrovia, Angel and Victoria, Frame is the name in fitness on everyone’s radar with a reputation so very well deserved.