24/7 Fitness, located in the heart of Coolidge, Arizona. The owner recognized the growing demand for a fitness solution that caters to the varied schedules of this community, 24/7 Fitness aimed to position itself as not just a gym, but a lifestyle partner for its members. The objective was to create a brand identity that resonates with the local community's values of hard work, resilience, and the pursuit of wellness. The brand identity project encompassed a comprehensive overhaul of 24/7 Fitness's visual and communicative elements. This included the development of a new logo, color scheme, typography, brand messaging framework, marketing materials, and digital presence.