Built on the singular premise that a person's whole health is based on inter-connecting mind, body and soul, Spectrum’s vision was to create – a “place” that unifies community, with state of the art facilities run by world class athletes and passionate certified trainers, while offering world-class food and specialized nutrition. Launching later this year, Spectrum will introduce six unique flagship locations throughout Thailand, Malaysia, Singapore and Japan.
Big box gyms are simply built on the cattle-call of membership. It’s a numbers game, definitely not a wellness game. On the other hand, small boutique gyms typically cater to a niche clientele – either big supplement assisted muscles or the Saturday Zumba class, and sometimes both…ewww. What if instead you could design a fitness experience that was neither of those approaches, but was built from the ground up on one simple idea, empowerment. The best place to be your best. A place where there is room for everyone, regardless of your shape, size, age, race, gender or fitness level. A place designed to uniquely cater to the workout of your choice and unrestricted by any doubt you may bring through the doors. A place where you can work hard and feel empowered while reaching your goals. A place for Every Body. Welcome to Spectrum, coming to a city near you (…in Asia) later this year.
Spectrum commissioned RLD to implement an extensible, systemic approach for Spectrum Fitness studios worldwide. Over the course of a year, RLD worked closely with Spectrum executive leadership, conducting extensive interviews with key stakeholders, their customers and industry experts. From there a comprehensive brand and messaging platform was developed. With new brand positioning in place, RLD began the visual exploration of developing a new brand identity, ultimately extending the chosen design direction into a system of end-to-end customer experiences – including facility design to all go-to-market customer engagements.
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