Punchpass, a fitness studio booking software company based in Burlington, VT with a global reach, came to R+W to level up and take on the soulless fitness booking giants of the world. We embarked on a year-long journey together to bring focus, alignment, and passion to the entire brand experience, inside and out.
Guided by our approach of Truth & Beauty, we began with an insightful research and discovery phase, taking the pulse of their entire community, including clients, prospects, and their all-remote team, to reveal their key differentiator: Punchpass puts their people at the center of every business decision. This truth, driven by an undeniable desire to be a positive force in the world, illuminated their purpose to empower independence and community.
This strategic foundation sparked our creative exploration of a brand identity that honors their fierce dedication, designing a new identity that’s energetic, uplifting, inclusive, fun, and a bit rebellious.
We punched things up with a bold logo that signifies the journey and tenacity it takes to forge your own path as a studio owner, lively patterns, custom icons, and playful hand-drawn illustrations to bring a strong point of view to the brand’s visual identity that says, ‘We’re not for everyone and that’s ok’. The resulting brand identity system is bursting with joy and ambition, empowerment and human connection.
Our Team:
Website Development by Noble Intent
UX Design by Jamie Aponas Design
Copywriting by Amanda Worman
Illustration by Alison Blackwell
Marketing Consulting by MarketVantage