How Did I Get Here?

How did I get here

We were presented with the opportunity to rebrand Australia’s biggest gym. Taking an emotional, aspirational approach we wanted to convey life’s winning moments, the lifestyle results of getting fit – rather than stereotyped ripped physiques – with protagonists asking themselves “How did I get here?”

View Media
Client Fitness First
My Role Concept, Art Direction, Design
Collaborators Tim Georgeson, Nick Cole, Mark Harricks, Dean Hunt

The campaign’s reach extended well beyond Australia with roll out in major cities across South East Asia, the Emirates and throughout the UK. As well as outdoor and experiential executions, a redesign of the Company’s recruitment strategy and communications drove a complete brand refresh.