FICS
Three friends were opening a fitness center in New York City’s Flat Iron District, the hub of the cities wellness community. Each had their own ideas about branding, getting them on the same page was a process.
After discussing brands each partner admired, and listening to what each hoped to accomplish with the studio, five independent options were presented, each a different name, aesthetic, and concept.
Extracting elements that the partners connected over, a process of “frankenstiening” focused the process towards two ideas.
FICS captured what the partners wanted. A logo and identity system was created to capture their vision.
