Sylvina Johnson

Creative with 13 + years of agency experience working across B2B, B2C and B2G clients. Experienced in concept devleopment, brand visual strategy, print and digital design. Focused on creative team development, creative culture and service enhancement.

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Destination Gym

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Destination Gym is a family-run business based in North Staffordshire, with fitness and community at its heart.

The premium gym focuses on its members’ feeling their very best with exclusive strength and conditioning equipment, innovative technology and state-of-the-art clinic.

I helped the client to develop their original generic location marker logo into a bespoke and unique logo and brand visuals. The visual identity needed to be as unique as the gym itself, moving away from tradition gym styling. Instead I used earthy colour tones to differentiate the brand from competitors. The system was designed to extend across two sub-brands within the business: the café and the aesthetics offering.

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Logo development and sub brand creation

Brand colour palette

I developed a visual concept, complete with style guide, to give gym a strong brand identity that the client could use moving forward. It covered elements of the brand such as the photography style and clear guidance on where and where to use various colours.

The client wanted to ensure the location marker was retained in the design of the logo, so I developed the design and brought the ‘d’ shape into the logo which is the styalised and relfected in the typography. This gave them the flexablity to use the logo with and without the mark (as seen below in the design of the interior).

Gym interior - Logo in situ

Social media - video edit and motion graphics

Website design

Brand concept stylescape

Brand guidelines