A MEMBERS-ONLY FITNESS STUDIO FOR THOSE WHO OWN EVERYTHING.
I freelanced to open an exclusive, members-only fitness and content studio in New York City. Our small crew did the branding, design, environmental graphics, full launch campaign, and much more. One year after opening, Performix House is already a huge success. The brand and vibe attracted the city’s top trainers and clients, including some of the biggest names in culture today like Virgil Abloh, Bella Hadid, Riccardo Tisci, Nick Wooster, Joe Holder, and more.
Performix House is where your favorite trainer’s favorite trainer trains.
Role: Creative Direction, Branding, Design
Client: Performix House
Collaborators: Nickolaus Sugai, Edgar Gallardo, Bryn Little, Dave Kerr
The Performix House brand is based around a core principle: Every detail matters, and every detail is your responsibility To live a fitness-driven lifestyle, you have to own all parts of your life. Own every rep, own every session, own every minute of every day... even if it's a cheat day. To become great, you have to Own Everything.
We launched the gym with the "Own Everything" campaign that highlighted the biggest differentiator for our facility, a large team of elite trainers and celebrity instructors who actually do own every facet and style of fitness. Since recruiting trainers is a key part of the business, this campaign also spoke directly to them showing how we will put them in the spotlight as much as the gym itself.
Cryptic OOH messages on 14th street teased the gym’s opening, creating a lot of buzz and a little confusion.
Introduced all trainers with portraits, bios and videos.
What's the point of an exclusive fitness experience if you can't post an IG story with a motivating branding moment, right?