UrbanFit Studio
Mansi Seth
CASE STUDY|Sports & Wellness
Kinetic Gym & Poster Campaign
UrbanFit Studio
"Established a premium subculture gym brand, filling 100% of athletic membership slots within 3 weeks of campaign launch."
Project Overview
UrbanFit Studio is a premier athletic conditioning facility focused on high-octane community strength training and functional agility workouts.
Key Deliverables
Brutalist Stencil LogoHalftone Street PostersActive-Wear Apparel PrintsCanva Story GuidelinesDynamic Web System
The Client Problem
The local fitness scene was split between intimidating, toxic-masculine "beast-gyms" and clinical, pastel Pilates studios. UrbanFit needed an energetic, high-performance identity that felt powerful yet elite.
PRE-REBRAND PERCEPTION
Amateur templates, inconsistent branding, flat conversions.
THE SOLUTION
Creative Direction: “Kinetic Brutalist”
“Kinetic Brutalist” — inspired by industrial architectural layouts, concrete street art, raw halftone grids, and heavy block display typography in active motion.
Moodboard Essence:
Kinetic Brutalist# Street Art Grids# Active Energy# Strobe Contrast# Industrial Concrete
VISUAL SYSTEM
Logo Design & Form Exploration
We tested dynamic italicized sans, modular square logos, and military-style stencils, leading to the custom vector cut wordmark.
Final Selected Mark
A heavy, high-performance typographic wordmark with diagonal cuts through each letter, creating an active sense of forward momentum and raw force.
GEOMETRIC_PRECISION_MESH
Dynamic Color Palette
Asphalt Deep Black#101010
Shocking Crimson Red#FF2A3C
Strobe Yellow-Green#E8FF00
Industrial Cement#CCCCCC
Typography System
Headline Typography — Space Grotesk (Sans-serif Extra Bold)
URBANFIT. PUSH THE FREQUENCY.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Stat Monitors — Fira Code (Monospace)
HR_MAX: 188bpm | CAL_BURN: 720kcal | LAP_04
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
THE OUTCOME AT SCALE
Brand Applications & Interactive Mockups
SOCIAL MEDIA ECOSYSTEM
APPLICATION 01
Social Grid & Campaigns
Custom content layouts configured to maintain absolute visual style and type tracking while scaling content weekly.
DIGITAL WORKSHOP
APPLICATION 02
High-Converting Web Portal
A modern, responsive design framework combining custom-curated editorial assets with performance-driven landing pages.
Physical Touchpoints & Technical Delivery Specs
Raw cement indoor walls styled with hand-painted stencil logos.
Dynamic wheat-pasted street posters utilizing high-contrast halftone graphics.
Limited-edition activewear shirts printed with high-density kinetic decals.
High-energy Instagram story motion layouts for exercise schedules.
AGENCY_DELIVERABLES_VISUALIZER
Interactive High-Fidelity Mockups
Select any deliverable channel tab below to view our simulated photorealistic asset mockups for UrbanFit Studio.
BUSINESS CARDSPREMIUM PACKAGINGINSTAGRAM SLIDESLINKEDIN BANNERWEBSITE HEROBRAND MANUAL
TEXTURE SPEC: GILDED FOILED CHAMFER EDGES
Hover card or click to flip the 3D matte business card
COTTON MATTE 450GSM
M
UrbanFit Studio
ESTABLISHED BRAND PARTNER
M
NY OFFICE // SOHO
CREATIVE PRINCIPAL
PARTNERSHIP TEAM
EACH CASE STUDY CONTAINS CORRESPONDING VECTOR ASSETS AND BRAND EXPORTS DIRECTLY COMPATIBLE FOR WEB AND PRINT
THE END RESULT
Business Impact & Strategic Repositioning
UrbanFit became the talk of the metropolitan athletic scene. All 450 founding memberships sold out prior to doors opening, and the studio’s custom screen-printed athletic apparel became a local streetwear fashion staple.
Success Verified by Chief Creative Architect
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Posted Jul 7, 2026
Kinetic, brutalist identity for UrbanFit Studio: stencil wordmark, halftone poster campaign, apparel prints and dynamic web assets to drive rapid membership sign-ups.
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