AllShapes Gym is the result of a course project where we were to design a campaign around the idea of a metaphor.
I decided to design a branding campaign for a gym promoting a positive workout environment, and so the metaphor I chose to base my campaign on was You’re On Fire.
In the U.S., there are multiple reasons as to why many Americans do not work out; The most common reason is lack of time, however, the second reason is “gymtimidation”, the notion of being intimated by the thought of working out around other people, especially those who are exceptionally fit.
This posed the question of how to encourage those who are
self conscious to work out at a gym without imposing any feelings of gymtimidation.
The name AllShapes Gym stems from the belief that fitness comes in all shapes and sizes. The goal of AllShapes Gym is to create a positive, encouraging, welcoming workout environment and to fully embrace body positivity.
Rather than using images of strong, fit, muscular men and women, I created fun illustrations that exaggerate the body and celebrate all body types. This would lighten the seriousness of the gym atmosphere and encourage those who may have felt intimidated to explore fitness.