The Gym
Rev1ewr
Rev1ewing the Situation
Client
The Gym Rev1ewr
Industry
Journalism
What we did
Identity
Strategy
Design
Direction
Consultancy
The Gym Rev1ewr™ offers a fresh perspective through their Rev1ews, Rants and Reasonings with their opinion-led, first-person writings about gym life and locations in Kent and further afield.
Our objective was to create a brand that balanced authority with anonymity. We achieved this through a striking black and green colour palette — a combination that conveys strength, intensity and energy, while carving out a distinctive edge within the fitness space.
An adaptable logo system ensures consistency across every touchpoint. The full wordmark delivers impact across digital platforms, while the condensed ‘GR’ icon provides a bold, flexible mark for social media, profile imagery and branded assets.
Content is structured into three clear categories: REV1EWS, RANTS and REASONINGS. This not only reinforces the alliterative ‘R’ synonymous with the Rev1ewr name, but also strengthens brand recall. The framework allows for varied tones of voice while maintaining a cohesive and recognisable brand identity.
To move away from generic fitness stock imagery and foster a stronger audience connection, we created two original brand characters: Jim and Janette. Developed across a series of custom scenes and scenarios, these illustrated personalities feature prominently across social media. They act as consistent, recognisable brand assets — injecting personality into the content, making posts instantly identifiable, and building a more authentic connection with followers.
