Take Physical Conditioning Design & Branding Take Physical Conditioning Gym, 2 by Dentsu Inc. Tokyo

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Take Physical Conditioning Gym, 2

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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
Released September 2016

Awards

Clio Awards 2017
Brand Design Product/Service: Corporate Identity Silver

Credits & Description

Agency: Dentsu Inc. / Tokyo
Client: Take Physical Conditioning
Agency Network: Dentsu
Holding Company: Dentsu
Production Company: Dentsu Inc.
Advertiser / Brand: Take Physical Conditioning Gym
Design Company: Taki Corporation
Design Company: Nom Architectural Design Office
Photography Studio: Amana Inc.
Printing Company: Dentsu On Demand Graphic Inc.
Creative Director: Yoshinaka Ono
Art Director: Yoshinaka Ono
Copywriter: Yohei Ugaeri
Designer: Takanori Kimura
Designer: Tetsuya Utsumi
Designer: Ryusei Sakiyama
Architect: Hiroshi Shimooka
Photographer: Kenichi Sonehara
Retoucher: Kazuyo Oi
Production Manager: Hayato Satomi
Photographer: Daijiro Okada
Photographer: Yuki Kawakami
Printing Director: Mitsuo Yoshinaka
Producer: Takeshi Fujii
Synopsis:
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.