Gymsi — Delivering home fitness with style.

Gymsi is an innovative home fitness start-up that revolutionizes the way people stay fit. Using fully equipped vans, Gymsi brings personal trainers directly to customers’ homes or to pre-arranged outdoor locations, offering maximum convenience and flexibility. This unique approach, which ensures the highest availability and adapts to busy schedules, allows people to work out where and when it is most convenient for them.

We were asked by the client to create and develop a corporate identity in line with the young, energetic, and friendly essence of the brand.

The stretched letter ‘S’ creates a sense of movement, energy and flexibility, the concepts around which the entire brand idea revolves. Line and circle are the basic geometric elements used to structure the entire visual communication.

The introduction of an icon expands the visual combinations and expressive possibilities of the brand, contributing to its recognizability and strengthening the entire communication plan.

We chose a stylized and minimalist representation of a person with arms and legs outstretched, a figure that recalls some of the typical gestures of exercise. Designed and constructed in the same style and with the same elements as the logotype, the intersection of two inverted semicircles makes the icon a dynamic symbol.

The payoff ‘il fitness è di casa’ plays freely with the ambiguity of possible meanings in Italian. It can be read as a concise explanation of the service offered (bringing the gym into people’s homes) or as a metaphor for professionalism and experience. The deliberately informal tone of voice fits perfectly with the brand’s personality.

Styling follows the palette developed for Gymsi: energetic, dynamic, and vibrant. Color choices also guide the photographic style, which is characterized by contrasting tones and vivid colors that also support the brand’s digital identity.