I rebranded Planet Fitness to create a more modern, elevated identity that better reflects today’s fitness culture. The goal was to move beyond its traditional, approachable image and introduce a cleaner, more refined aesthetic while still maintaining its inclusive and judgment-free core values.
At the center of the redesign is a reimagined brand mark built around a kettlebell silhouette. I incorporated a circular ring wrapping around the kettlebell to mimic the look of a planet in orbit, directly tying strength and fitness to the brand name in a simple, symbolic way. This creates a logo that feels both meaningful and visually distinctive.
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The visual system was further refined through updated typography, cleaner layouts, and a more cohesive design language across all touchpoints. I also refreshed the color palette, shifting it to a brighter, more energetic combination of purple, pink, and yellow. This vibrant scheme enhances the brand’s energy while helping it stand out and appeal to a more design-conscious audience.
Beyond the logo and visuals, I reimagined the overall experience by improving clarity in communication, creating more intuitive wayfinding, and designing a more engaging in-gym environment. The result is a brand that feels contemporary and premium, while still staying true to the accessibility and inclusivity that define Planet Fitness.