“Hundreds of paintings, dozens of gyms – one brand”
Case Member24
Customer: Member24
Target group: Users of Swedish 24/7 gyms
Objective: To build a strong and distinctive brand identity and improve the customer experience in gyms.
Concept development
The cooperation started as early as 2018 with Member24’s first location in Västerås.
From the beginning, the goal was to bring a visually strong and unified look to the gym chain with the help of murals that would stand out in Sweden’s rapidly growing fitness market.
From a few paintings, the collaboration expanded rapidly: hundreds of paintings, dozens of locations, five locations around Sweden.
Execution
Due to the variety of premises and interior themes of the locations, each painting was designed separately to suit the needs of each gym. The works range from large artistic murals to brand logos, typography and information communication in gyms.
Examples from years of cooperation:
- Muhammad Ali theme for the boxing areas, where the premises were given a powerful and energetic atmosphere with the help of an artistic portrait
- UV-illuminated spinning room, where UV-reactive paints create a dynamic and futuristic training environment
- Large mural paintings that make each location visually identifiable.
End Result
Murals have become an integral part of Member24’s nationwide brand identity, both in the physical gym facilities and in the chain’s digital communications.
The collaboration has continued uninterrupted since 2018, and the role of the paintings in the chain’s brand experience continues to grow as new locations open.
Customer: Member24
Target group: Users of Swedish 24/7 gyms
Objective: To build a strong and distinctive brand identity and improve the customer experience in gyms.
Concept development
The cooperation started as early as 2018 with Member24’s first location in Västerås.
From the beginning, the goal was to bring a visually strong and unified look to the gym chain with the help of murals that would stand out in Sweden’s rapidly growing fitness market.
From a few paintings, the collaboration expanded rapidly: hundreds of paintings, dozens of locations, five locations around Sweden.
Execution
Due to the variety of premises and interior themes of the locations, each painting was designed separately to suit the needs of each gym. The works range from large artistic murals to brand logos, typography and information communication in gyms.
Examples from years of cooperation:
- Muhammad Ali theme for the boxing areas, where the premises were given a powerful and energetic atmosphere with the help of an artistic portrait
- UV-illuminated spinning room, where UV-reactive paints create a dynamic and futuristic training environment
- Large mural paintings that make each location visually identifiable.
End Result
Murals have become an integral part of Member24’s nationwide brand identity, both in the physical gym facilities and in the chain’s digital communications.
The collaboration has continued uninterrupted since 2018, and the role of the paintings in the chain’s brand experience continues to grow as new locations open.
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