Victoria, On The Move
Having successfully opened their 14th health club in Victoria, as well as launching their own range of gym equipment, QuickFit were keen to build upon their sportswear offering. Aiming for something a little more casual, inspired by the likes of Nike and Adidas’ bold and illustrative streetwear apparel, I had the opportunity to inject a little more fun into the QuickFit brand.
With passionate franchisees, and a community of gym goers who feel a real sense of belonging at QuickFit Health Clubs, we wanted to celebrate their neighbourhoods, and all things associated with the great state of Victoria: the penguins of Philip Island, the swell of the Surf Coast, Melbourne’s coffee culture, Luna Park and avo on toast – to name a few.
Front and Centre
Some of the earlier ideas I worked on did a little more to use the QuickFit logo a framing device, and foundation to build the illustration out from. I also explored the use of texture, wanting to embrace a little bit of Melbourne’s cultural grit – such as its street art scene.
Admittedly, it started to look overly busy, with the chevrons of the QuickFit logo getting lost amongst the visual noise. I took this as an opportunity to strip things back a little, making the logo the centre of attention, and going smaller with the supporting illustrations. This also allowed us to bring some more nods to Victoria into the mix – rather than relying on the gym equipment.
