World Gym

Taming creative chaos for a global gym brand—giving one franchise a voice and look of its own.

Challenge:
Establishing a consistent local identity within a global franchise

Solution:
Unifying creative direction across digital and print channels

Role:
Art Direction, Graphic Design, Video & Motion Design, Web Design

Year:
2022-2024

Bringing global consistency to a local legend

World Gym isn’t new to the game—they’ve got a worldwide brand and an iconic logo everyone knows. But at the franchise level, things were more “choose your own adventure” than “world-class consistency.” That’s where I came in: brought on to help dial in a cohesive local identity that still played by corporate’s rules, but finally gave this club its own point of view. The goal? Bring a little order to the creative chaos, and give members something they could recognize—no matter where or how they connected with the club. From social campaigns and email graphics to print flyers, every touchpoint started working together (instead of competing for attention). It wasn’t about a complete overhaul, but about building a visual language that felt both local and unmistakably World Gym. Membership started climbing. The club finally had a brand that looked as strong as its members.