[MEL24]




Key Dates

30 November 2023 - Launch Deadline
14 March - Standard Deadline
13 June - Extended Deadline
21 June - Judging
10 July - Winners Announced

Silver 

Project Overview

In a world saturated with group health and fitness gyms, REVL occupies the space between f45 and Crossfit with a totally unique workout experience. Nurturing deep personal connections with its renowned 13-week training program, each class is designed by expert coaches to inspire, motivate and get results. REVL raises the bar with high-quality equipment and facilities, opening its doors to a varied audience, bound by total dedication to their fitness. In other words, REVL’s the best of the best and it deserves a brand that matches its energy.

Project Commissioner

REVL Training

Project Creator

PLAYGROUND Studio

Project Brief

REVL’s previous brand lacked the energy and attitude experienced by its members and failed to reflect its success. PLAYGROUND’s mission was to redefine the brand, injecting it with a high-energy freshness that will stand out in a market stacked with sameness. REVL strives to be a leader in the small-group fitness industry by strengthening its identity to reach a wider audience and eventually evolve into a lifestyle brand.

Project Innovation/Need

With a goal to inspire peak performance and a vibrant community, REVL required a brand that feels motivating, contemporary, and approachable. Channelling the feeling that comes with mental and physical achievement, PLAYGROUND chose to communicate this with strong, fast-paced art direction and language that evokes excitement and motivates high performance. PLAYGROUND focused on the uniqueness of REVL’s training programmes and sleek, purpose-built locations. REVL’s passion fuels the positive energy in the gym, sparks friendships, and ultimately pushes people to be the best they can be – PLAYGROUND’s role was to bring this spirit through every detail of the refreshed brand.

Design Challenge

At its core, REVL is unlike any of its competitors – our challenge was to communicate this through art direction, language, and branding. PLAYGROUND sought to cut through the noise with a brand that speaks boldly to discerning everyday athletes. We achieved this with a design and art direction that showcases the genuine human experience felt at REVL. Focusing on community connections in the physical space, tightly cropped photography, and cinematic sequences, we depict raw feelings of exertion, achievement, and exhilaration. Smart design detailing brings high-octane energy with a signature triangular motif, supported by typographic glitches and a sense of always-in-forward-motion pace.

Effectiveness

The culmination of REVL’s design elements results in a gritty yet polished, down-to-earth attitude that propels you forward. It’s motivating, inspirational, and inclusive – a true reflection of what REVL offers its members. New locations consistently sell out memberships, and the brand’s refresh has received overwhelmingly positive feedback from members old and new, who are drawn to the way the brand reflects their style, goals, and attitude.




This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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