Hammer House

Heavy Lifting Gym Franchise

Direct Contributions: Colour palette, print and digital marketing collateral, signage, website design and development. Logo was provided by the client.

Design Rationale: Hammer House is a rebrand project to modernise an established chain of Health & Fitness Clubs. Emphasis is on heavy weight lifting and muscle development. Target demographic is weight lifters and serious gym enthusiasts. Therefore, a dark, metallic, and bold design concept was used. The colour palette was decided upon with this in mind, sticking to Black, Gunmetal Grey, White and a Dusty Light Blue. Imagery focuses on strength, dominance and perseverance. A slightly desaturated effect was employed in order to create and air of seriousness.