Take Physical Conditioning Design & Branding Take Physical Conditioning Gym, 1 by Dentsu Inc. Tokyo

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Take Physical Conditioning Gym, 1

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yoshinaka Ono
Art Director Yoshinaka Ono
Copywriter Yohei Ugaeri
Production Taki Corporation
Released September 2016


LIA Awards 2017
Design Brand Identity Silver Winner

Credits & Description

Agency: Dentsu Inc. / Tokyo
Client: Take Physical Conditioning
Art Director: Yoshinaka Ono
Writer: Yohei Ugaeri
Creative Director: Yoshinaka Ono
Designer: Takanori Kimura / Tetsuya Utsumi / Ryusei Sakiyama
Production Company: Taki Corporation / Tokyo / Amana Inc. / Tokyo / Dentsu Creative Force Inc. / Tokyo / Dentsu On Demand Graphic Inc. / Tokyo / Space Clip / Kyoto
Producer: Hayato Satomi / Takeshi Fujii
Creative Team: Kazuyo Oi / Mitsuo Yoshinaka
Photographer: Kenichi Sonehara / Daijiro Okada / Yuki Kawakami
Brand: Take Physical Conditioning Gym
Corporate Name of Client: TAKE Physical Conditioning Gym
Head of Client Services: Satoshi Hasegawa
Client Account Director: Yui Matsushima
Client Supervisor: Yutaka Take
Client Account Managers: Sayuri Doi, Tomokazu Fujita
Agency Account Executive: Masato Kitora
Agency: Denstu Inc., Tokyo
Creative Director: Yoshinaka Ono
Copywriter: Yohei Ugaeri
Art Director: Yoshinaka Ono
Designers: Takanori Kimura/Tetsuya Utsumi/Ryusei Sakiyama
Creative Producer: Takeshi Fujii
Photography Studio: amana inc., Tokyo
Photographers: Kenichi Sonehara/Daijiro Okada/Yuki kawakami
Retoucher: Kazuyo Oi
Production Company: Taki Corporation, Tokyo
Producer: Hayato Satomi
Architect: Hiroshi Shimooka
Printing Director: Mitsuo Yoshinaka
We have launched the “TAKE PHYSICAL CONDITIONING GYM”, produced by the top Japanese race jockey, Yutaka Take, in KYOTO. While conditioning gyms are still very rare in Japan, this gym’s visual communication strategy has been designed to pioneer this new market.
Our task was to design a conditioning gym based on physical therapy, which should not be categorized as a gym nor a hospital but as a brand new “Third Category”. We decided to symbolize elastic muscles in the logo, as a principle of physical therapy is maximizing the excursions. The two muscles represent the letter “t”, which is the first initial of the brand name, as well as a resemblance to the Red Cross. This muscle lattice pattern is used in the interior, and it is a reinterpretation of the traditional architectural design from the authentic city of Kyoto.