LA fitness wanted to introduce a new type of workout to the health and fitness industry. We created a brand that encapsulated the very heart of fitness by encouraging people to work their bodies like nature intended.

We developed the look and feel of Primal by establishing unique styles and a distinctive tone of voice. From photography and logos to typography and designs, we conceived class names, constructed class descriptions and launched it in-club to help train PTs.

We produced a breadth of material and took it to market. Through print and digital, we were able to explain the Primal philosophy and tell the Primal story.