Challenge
In 2021, international sensation, John Reed Fitness expanded to the United States. Opening a Los Angeles location first, with Dallas to follow in early 2022, the European fitness concept needed a brand bible & style guide suited for the nuances of the U.S. market.
Activation
Leaning on a foundation set by the European concept, we created a visual aesthetic, copy flavor and graphic style to bring the John Reed Fitness attitude to life in the U.S. As people learned we were working on one of the U.S’s newest fitness concept, they often ask “who is John Reed?” Well, we answered that question on page one, channeling the attitude this brand is famous for; “Who the F#CK is John Reed? Does it matter? Life’s too short for boring gyms.”
After finalizing the brand bible & style guide, we quickly put it into action at the new location under construction in Dallas.