Beat
Project
Bally Total Fitness Rebrand
Objective
Research a list of companies that are either going out of business, dead, or defunct. Choose one from the list, and rebrand it in an effort to bring it back to life considering changes in a modern life. Develop a new logo and identity system. Design a series of products and services that promote the brand.
Solution
The company I chose is Bally Total Fitness. My idea is to rebrand “Bally” from a chain of traditional fitness clubs into a company, which would focus on preparing people for the “unknowns” of the modern world they live in. This would be achieved through the development of a series of new services based on training of the body, the core, and the mind. I developed a relevant visual system that reflects the new and dynamic attributes of the company’s re-invented identity.
