Fitness First Design & Branding CALENDAR by Grey Kuala Lumpur


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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Malaysia
Agency Grey Kuala Lumpur
Art Director Loo Kok Seng, How Kiat Yee
Copywriter Alex Wong, Lee Kah Meng
Designer Wendy Chiu, Chew Sue Anne
Photographer Boon Fai
Released December 2011

Credits & Description

Category: Calendars
Product/Service: GYM
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Art Director: Wendy Chiu (Grey Group Kuala Lumpur)
Art Director: Chew Sue Anne (Grey Group Kuala Lumpur)
Art Director: How Kiat Yee (Grey Group Kuala Lumpur)
Art Director: Loo Kok Seng (Grey Group Kuala Lumpur)
Copywriter: Alex Wong (Grey Group Kuala Lumpur)
Copywriter: Lee Kah Meng (Grey Group Kuala Lumpur)
Designer: Wendy Chiu (Grey Group Kuala Lumpur)
Designer: Chew Sue Anne (Grey Group Kuala Lumpur)
Photographer: Fai (Sunday Studio)
Media placement: Calendar - Fitness First Outlets - 1 December 2011

Describe the brief from the client
Fitness First receives many new members every year. While there are many new members, there are also a lot of churn at 48%. The brief was to design a gift for every new sign-up that would encourage new members to continue their fitness regime, in order to achieve their dream body.

Describe the challenges and key objectives
We wanted to create a daily calendar that reminds Fitness First members of the importance of going to gym regularly. We designed the calendar in the shape of a belly. As you tear off the pages, the belly gets smaller and the body fitter. The challenge we faced was creating the shape of the belly, and using the most suitable paper and the right binding method to make this work.

Describe how you arrived at the final design

We experimented with die-cuts, paperweights and various binding technics to form the desired tummy with the right thickness and shape. By using the right size D ring-bind in combination with 80gsm paper, only 1 die-cut mould was used. A matt black acrylic cover then holds this together, which is strong enough to hold the yearly calendar and daily wear and tear.

Give some indication of how successful the outcome was in the market
Over 1,000 calendars were given away in the span of 2 months from December 2011 to January 2012. In major Fitness First outlets, attendance shot up 20% to date which is very encouraging.