Onyx Fitness Equipment is a rental equipment company that allows people to rent equipment and machinery. The equipment would be shipped to their homes for as long as needed. This helps individuals avoid gyms and offers great convenience to work out any time they want. Because this company’s slogan is “All ages. All sizes. All in.”, this campaign truly is meant to inspire a diverse demographic of people that they can live the lifestyle they want in the comfort of their homes.
This project was a skill exercise for the design program I was in. Its purpose was for students to explore the different outlets of advertising, and to understand the complex research that accompanies the process of creating a brand.
Project Brief: Create a fictitious brand. Then, create multiple advertisements in accordance with standard newspaper, magazine, billboard, and subway advertisement dimensions.
Onyx Advertisement Campaign:
Men's Health Magazine Ad
Newspaper Ad
Billboard Ad
App Welcome Screen
Truck Wrap
Public signage Advertisement
As you'll see in the next few images, the logo I created for Onyx fitness equipment started off with bold, all-caps typography. It was very strong and a little aggressive. I originally felt that I had to emulate other gym companies like Crunch Fitness (all caps) and Gold’s Gym (also all caps). But I realized that my target demographic was not the same as these companies, because my target demographic was much more diverse. I wanted a logo that felt welcoming to everyone and did not scare or intimidate those who were new to working out. I refined the logo typeface to rounded letters and added some graphic elements into the type with the O—which looks like a kettlebell—and the X—which looks like a person. The logo has different variations for versatility and flexibility. The overall message that this artifact sends is that COVID-19 has opened many opportunities for convenience, while also limiting us in many ways. A healthy lifestyle does not have to be a limitation for us because of the pandemic, and there are ways around it.
Final logo and logo variations:
