AIRLAB

AIRLAB is America’s first Simulated Altitude Training gym, creating the conditions of training at high altitude by reducing the amount of oxygen in filtered air. Clean, thin air encourages the human body to push its limits and reach its peak performance.
STUDIO959 developed a brand identity system to reflect the core values of the gym: fitness, innovation, fun. With plans of expansion and franchising in major U.S. cities, the brand was designed to garner immediate brand recognition, beginning with a logo suite that acclimates to the ‘cool’ as well as the corporate. A minimal icon uses the brand initials to represent a rise in altitude, while the dynamic wordmark visually represents the concept, all tied together with sleek, airy typography. Blues blend together in gradients to represent decreasing oxygen levels with increasing altitudes, and playful graphic typography is used to mimic the patterns of topographical maps. Location identifying stamps add a special touch to the visual identity, with the elevation levels and coordinates of each city included in their design.
STUDIO959 worked with AIRLAB and Five Years Apart to position the gym as an instant player in Miami, with memorable taglines ('The New Mile High Club') and straightforward brand voice that grounds AIRLAB in its mission: to revolutionize the way we get fit.