Planet Fitness wanted to shift perception, from a brand known for humor and gimmicks to one people would take more seriously without losing its welcoming spirit. We reimagined the brand through a more cinematic visual language, elevated storytelling, and authentic, human moments that celebrated real fitness journeys.
 
From TV to OOH and print, every touchpoint reflected a richer, more premium identity. The result was a refreshed brand platform that resonated with audiences, and one the client was thrilled to launch.