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Situated just north of Yonge & Bloor (920 Yonge Street), Rosedale Club is an 18,000 sq. foot private club (fitness facility) that combines all the benefits of joining a standard gym, CrossFit studio, or boutique style group-exercise/yoga-studio under one roof. Community was tasked by Rosedale Club to develop an entirely new brand for their soon-to-be open facility located at 920 Yonge Street. The Rosedale Club brand must reflect the club’s modern and luxurious design tailored to provide members with a comprehensive environment that includes a wide range of fitness options and service-oriented staff to reach their fitness goals.
With Rosedale Club, we wanted to create a brand that is minimal, clever and distinctive.Minimal in colours but also in design and graphic language. Inspired by the periodic table of elements, we created an iconographic system that helps customers and employees find their way around the facility. The system not only works as directional purpose but also in different ways around the gym from classes (Zu, Yo, Da etc...) to staff (Tr, Nu...). The brand comes to life with visuals that shows a combination of lines and athletes on white background to focus on the idea that it is indeed all about "you": Fitness that fits you with a place that is tailored to your every need. It's fitness in your element.
The club hit 450 members within the first month of opening, an outstanding result for any fitness club, with a brand that resonated with members and encouraged them to join fitness classes, sign up for additional perks, and more.