Look good,
get ahead.
ICON is a fitness club for those who want to go further and live for the moment.
ICON Fitness - FFWD Classes
Straight to the point.
Client ICON FitnessServices Branding, Video
Look good,
Fun, social, sexy, and ambitious, ICON is a brand with character to spare.
ICON FFWD Classes have a clear goal: fast-forwarding the results through short and intense sessions with a professional coach without losing the essence of the ICON experience.
The Quest
Giving ICON FFWD Classes a distinct identity of their own.
The challenge we faced was to differentiate these 15-minute classes from ICON Classes while making sure they still shared the same values. Because we had created the brand a few years before, we were in an ideal position to pinpoint their distinguishing features and create a strategy that really made them shine.
The Deed
A straightforward message backed by unmistakable visuals.
With a marketing concept focused on creating a buzz, selling the results, and transitioning people to group classes, we thought of ways of utilizing space and producing cohesive communications to get people involved and let them know what to expect.
We took the striking colors and compelling patterns that define ICON Classes and designed a unique concept to showcase the dynamic and fast side of FFWD Classes, with a good dose of attitude thrown into the mix.
To bring the brand to life and capture the true energy of these classes, we invited photographer Isaac Morell and videographer Kuba Piękoś to join us in Madrid and produce a one-of-a-kind photoshoot.
