Life Time Fitness Rebrand

Life Time’s newly developed brand identity uses design to not only define the visual parameters of the brand, but was carefully crafted to connect with the emotion and energy of the offerings within. Its pieces not only make up a visceral language that speaks to current and prospective members, its feeling-first design system and provocative campaign evoked emotion and encouraged action, within the clubs, and beyond.

The rebrand started with a reimagined design system. Looking to the sky, a gradient system was developed based on each hour of the day, charting emotional maps through color and partnering with Pantone to ensure each hue elicited the intended energy. The 35-year old logo was reborn with a new brand mark. A bespoke font system was built with unique sets signifying logical, emotional.

A program portfolio was produced from a feeling-first perspective, including 22 classes captured on a custom 1,110’ LED stage that immersed each in its unique gradient. From performer swag to training materials, it all revolved around color and energy.

In the new year, the message was brought to life with an illuminating new campaign, using social media and a two-page New York Times spread to unveil, followed by unique OOH activations across key markets and events, including the Miami Marathon and Times Square.