ClassPass wanted to differentiate itself in the fitness industry.
The fast-growing fitness brand wanted to showcase its empathy as a breath of fresh air in the overly intense fitness scene. I worked with an in-house team of designers and creative directors to create a brand new look and feel that matched the approachability they wanted.
The result? A new logo and typeface, updated colors, and a brand voice update.
They all highlighted progress over perfection, revealed shortly after ClassPass’ 5th birthday. Adweek picked up on the hype, calling our clean, bold look the beginning of a new era. And it sparked a conversation on BrandNew, generating positive feedback overall.
My role through all of this?
Concepted. I collaborated on the look and feel of the new brand, from logo to wordmark, custom type-face and more.
Named our custom typeface, Circuit. After pages and pages of options, ClassPass settled on a name that highlighted connection and progress.
Developed brand voice guidelines. I wrote the (internal) book on all things copy, from how ClassPass wants its members to feel, to on-brand usage of the em dash.