HEW Fitness

HEW Fitness is a functional fitness training studio with locations across 17 states nationwide, offering high-energy group-based classes that combine strength training, high-intensity intervals, cardiovascular endurance and core work with personalized coaching.

The founders of HEW engaged CSB as they embarked on an effort to expand their foothold from 20 franchise locations to 500. The team was aligned on all fronts, but needed our help to tell their story in a way that would connect with their intended audience. 

Through our Brand DNA process, we uncovered HEW’s unique platform of Foundational Fitness, which builds physical, mental and spiritual strength. We created a comprehensive brand platform with strong mission, purpose and vision statements, along with the mantra ‘seek strength,’ to serve as a platform for all communications. We designed an iconic new brand identity that reflected the team’s vision and served as its new north star. We also developed a new website to introduce HEW to both consumers and prospective franchisees. In addition, CSB developed new brand guidelines, and provided guidance on interior design and merchandise.

PROJECT SCOPE
Brand DNA
Messaging
Logo Design
Brand Identity
Website Design
Asset Design

Logo for HEW Fitness with bold yellow text and a black star inside the letter W.
A woman wearing a gray t-shirt and black shorts climbing a thick rope at a gym with the words 'SEEK STRENGTH' written in yellow on the wall behind her.
Women participating in a group workout class at a gym, lifting dumbbells overhead, with others exercising in the background.
Color palette and typography guide for a fitness brand. Includes logo options, primary colors yellow, navy, and blue, with their color codes, and font styles in light, regular, bold, and black.
Two women smiling inside a gym, wearing workout tank tops that say 'Progress' and 'Perfection.' Gym equipment and a large yellow wall with the words 'Seek Strength' are visible in the background.
Young woman in workout attire smiling and making peace signs at a fitness gym.

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