GoCo Active is specifically designed to combat the tradtional gym setting and assist individuals suffering from anxiety to reach their full exercise potential in a friendly and fun environment. "We offer a choice to go classic or quirky with exercise."
The Design Problem
Regular gyms are marketed as being bold, rough, and very intimidating carbon copies of each other making them the last place that someone anxious wants to be. Despite this, those suffering from mental health conditions are some of the people that could benefit from gyms and exercise the most. Anxiety is a major issue amongst my peers and I want to find a fun and interesting way to combat the growing amount of anxiety disorders in the younger generations.
The Design Solution
To create something unique and fun. No more emphasis on good looks, instead it is about being comfortable. No more competition, instead it is about having fun and focusing on yourself. It is about choice and choosing something that fits your mood. This business needs to be relatable and friendly, and a place where overcoming exercise anxiety doesn't feel impossible.
COMPETITOR ANALYSIS - What works and what doesn't?
AWF - Alternative Women's Fitness
"Our sesh’s are designed not only for fun and fitness but at times to be social! Exercising the body, mind, and soul."
Alternative Women's Fitness hates to be referred to as a gym - they are more of a social fitness club that gets its members active through creative ways such as pizza fitness (workout and grab a slice after).
- They have an overall great concept
- Their marketing is fierce yet feminine (but is it too intimidating?
- Lacks the 'chill out' aspect if you're having an anxious day
Mood Active
"We will help you to use the power of exercise to lift your mood"
Mood Active's goal is to give everyone access to exercise programs that help to manage mental health. One day they wish to get more General Practitioner’s & Psychologists prescribing exercise as a treatment for depression and anxiety.
- Great connection to healthcare professionals
- Programmes developed based on research
- Fitness programs targeting mental health
- Is it inclusive to young people?
Fernwood Fitness
"Every woman joins Fernwood to find the health, fitness and wellness journey that matters to them."
Fernwood Fitness is a women's only gym that aims to create a safe and welcoming environment for all women. The gym is built for balance with a combination of equipment for all exercise needs. They aim to help create powerful strong and fierce women.
- Females don't have to worry about being uncomfortable around males
- A lot of pink (good or bad?)
- Do what you need type gym environment - an overwhelming amount of choice
- Not necessarily welcoming to anxious individuals
The Audience
This project is primarily addressing teenagers and young adults (16 to 30) of all genders suffering from anxiety. However anyone is welcome. It will offer a supportive and fun means of exercise tailored specifically for people experiencing anxiety, as well as a social presence of positivity and humour.
It is important to target this generation as it is the one most highly at risk from mental health issues. Out of the 1 in 2 Australian's to experience mental health conditions, 75% of these occur before the age of 25.
Colours
The brand incorporates both warm and cool tones to not only relax but also energise.
Type
Logo
No traditional gym motifs here. Instead, it's a gym that wants to start a conversation on the importance of exercise for mental health.
Illustrations
The brand’s voice is created through illustrations and not taking itself too seriously. Hair legs? Skin rolls? No problem.
Deliverables
This project challenged me, both in design thinking and business strategy planning. Starting the project was hard, but I am incredibly proud of where it ended up compared to where it began. Planning out the project initially, I had no idea where my design concepts would lead and how the final results would represent my ideas. While the voice of my initial vision is still active throughout the brand, the ways I have applied design are vastly different to what I had imagined.
This project has taught me not to focus on a single design direction but to keep exploring. The best design choices come through revision and constant development of design thinking. I have also learnt that getting the business down in a tangible and easily digestible way is paramount to creating a good brand design. If the brand concept isn't clear, the design won't be either.