The Brief

Olympia required a dynamic image for a new chain of health and fitness centres to be launched in Victoria. The brief required the development of a name and identity that would appeal to a broad target audience, as the centres would be built in a variety of demographic regions.

Scope of the job

  • Brand Name Strategy
  • Brand Name Development
  • Brand Identity Implementation
  • Visual Identity
  • Stationary
  • Brochures
  • Advertising
  • Signage Systems Consultation
  • Brand Management
  • Project Management
  • The outcome

The result was a unique and exciting health and fitness identity, easily identifiable in its fast moving surrounds. Soon after launch Trainstation opened two new locations and exceeded its projected membership targets.

The solution

The name needed to have a strong point of difference but still had to connect easily to health and fitness. We concentrated on the broad range of activities available at the centres. These would not be just gyms but all encompassing health and fitness destinations.

The name Trainstation highlighted both aspects of the centre and was highly memorable and unique. Colour and symbolism extended the ‘Train’ theme with a design developed on a stylised impersonation of the old London Underground Icon.