SITUATION

Swerve, a high-energy fitness studio offering group cycling classes, established itself as a prominent player in the fitness landscape since its inception in 2013. The brand is synonymous with a music-driven fitness experience that fuses cycling, running, strength training, and more.

PROBLEM

The advent of the pandemic led to a seismic shift in workout routines, with a majority of fitness enthusiasts transitioning from in-studio classes to at-home workouts. This posed a significant challenge to Swerve, which had primarily focused on an in-studio model. Furthermore, Swerve was faced with the task of maintaining its brand presence and awareness in a new partnership with TechnoGym and Crunch gyms in New York.

SOLUTION

Embracing the challenge, Swerve teamed up with us to reimagine its brand in this new context. We retained the core elements of Swerve's existing logo while refreshing the typography and colors for enhanced visual appeal. The Swerve mark was innovatively used as a motif to symbolize the team spirit inherent in Swerve's fitness philosophy. This rebranding effort culminated in the creation of patterns that added a dash of energy and fun to the Swerve experience. The refreshed brand identity was then seamlessly integrated into the digital landscape, ensuring that Swerve's essence was effectively communicated in both live and pre-recorded classes.

COLLABORATORS

Strategy, creative direction, tone and voice, motion design and web development by Martha

Identity design by Mackey Saturday