FitPerks

24 Hour Fitness partnered with InGoodTaste to develop and launch their new loyalty program, FITPERKS. Our comprehensive deliverables included Brand Identity, Mobile App and Website Integration, Digital Marketing, In-Gym Signage, Out-of-Home Advertising, and Merch.


The program strategy centered on "Rewards for the Journey," celebrating every step of the fitness experience rather than just the destination. We crafted an energetic and motivating visual language that made fitness feel fun and approachable while differentiating from typical gym experiences.


The visual identity drew inspiration from 24 Hour Fitness's iconic oval logo, transforming it into bold, overlapping shapes that mimic workout gear and movement. Vibrant blues and greens created a fresh, electric palette that worked seamlessly from app icons to building-sized installations, establishing a flexible system that scales across all touchpoints.