Blending Fitness and Productivity with a Modern Brand Identity
Launching Laramie Fitness Cowork with a sleek, contemporary brand that seamlessly fuses fitness and coworking, underpinned by a robust suite of marketing and design solutions, ensuring a solid foundation for success.
The Goal
Laramie Fitness had an underutilized space that previously housed retail products such as protein powders, pre-workout supplements, drinks, and weightlifting equipment. To optimize the gym’s layout and create a more inviting retail experience, these products were relocated to the gym’s spacious lobby. This move freed up valuable space, providing an opportunity to introduce a coworking area that seamlessly integrates fitness and productivity.
LF Cowork was designed to offer a flexible workspace where professionals could balance their work and wellness routines under one roof. While Laramie, WY, had one or two other coworking spaces, there was minimal competition, leaving room for growth in the local market. Though the coworking space is smaller than a full-scale coworking facility, it was the perfect fit for the gym’s environment, providing members and professionals with a convenient and motivating place to work and work out.
Branding and marketing were critical for the launch. Since the space was attached to Laramie Fitness (LF), the name LF Cowork was a natural fit, maintaining familiarity while establishing a distinct identity. The brand incorporated orange as an accent color: already present in the space, to create a calm yet energizing work environment while complementing Laramie Fitness’s existing black and white branding. This strategic design choice gave LF Cowork its own unique identity while still feeling connected to the gym. To further solidify its positioning, we created the tagline: Work + Workout.
Our Approach
We built LF Cowork’s brand from the ground up, ensuring it maintained a clean, modern, and cohesive identity. Using the established LF logo, we integrated “Cowork” into the design to create a recognizable yet distinct brand. This logo was then applied across marketing materials to establish a professional and polished look.
To generate awareness and attract members, we developed a comprehensive marketing strategy, including a fully functional website that clearly outlined the coworking space’s benefits, pricing, and amenities. Additionally, we created promotional assets such as flyers to communicate membership details effectively and designed mockups of branded materials, showcasing the versatility and professionalism of LF Cowork’s branding. These visuals highlighted our ability to execute a multi-channel marketing approach, from print to digital.
Our work extended beyond branding and digital assets. We ensured a seamless launch strategy, getting the brand online quickly while maintaining effectiveness. The signage, marketing materials, and website all worked together to establish LF Cowork as a professional, inviting, and functional space for Laramie’s professionals and fitness enthusiasts. By executing a well-rounded marketing plan and creating a strong brand presence, we positioned LF Cowork as the go-to space for individuals looking to combine productivity with an active lifestyle.
"Good coffee, great internet, and you can fit in a workout between meetings!"
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