Swerve
Swerve is a fitness studio that offers group cycling classes. Founded in 2013, Swerve is a high-energy, music-driven fitness experience that combines cycling, running, strength training, and more.
PROBLEM
With the pandemic affecting nearly every industry and our own behaviors — Swerve Fitness found that most people’s workout routines shifted from in-studio classes to mostly at-home workouts. However, studies showed 70 percent of fitness consumers reported missing their gyms as much as family and friends. That gave us an opportunity to help the brand swerve into a new landscape of premium online workout content that still fosters community and motivation.
With its initial launch of studio classes with TechnoGym and Crunch gyms in New York, there’s fewer opportunities for brand awareness and recognition.
The challenge, in addition to refreshing the usage of Swerve’s existing brand, was helping it thrive alongside multiple brand partners and making it’s own mark in a new, broader market.
SOLUTION
We worked within Swerve’s existing logo, and reimagined the typography and colors to find a better use of the visual system. We did this by utilizing the Swerve mark and using it as a motif for teams and teammates competing against and with each other. That led to creating patterns to bring energy and fun to the Swerve experience.
We got the chance to explore further how this brand identity would take shape and function in a digital space. Martha focused on web strategy, copywriting, and the overall creative direction while we focused on web design.
Swerve classes are the crowning jewel of the Swerve experience, so we needed to communicate an energizing, fun, and team environment in both live and pre-recorded classes with video animations and wall designs.
Services
Brand Identity System
Web Design
COLLABORATORS
Martha Team
Strategy
Creative Direction
Tone and Voice
Motion Design
Web Development
Mackey Saturday
Brand Identity
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