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The Gym Joint

Branding and Logo

We were asked by local businessman Aaron Sturgess to help rebrand his gym, from the existing name of PT-ME. Aaron’s business had developed from a personal training company, hence the PT, over time, but he felt he needed a name that more reflected the gym and the community he was building.  


We began with some brand development work, getting Aaron and his senior team to understand more about the organisation.  We identified a number of key benefits the gym had, their overall ethos and what made them different.  The key things were a relaxed community, 24/7 access and a nod to the retro. We then set about coming up with names that more suited the offering.  After suggesting a number of names Aaron eventually settled on The Gym Joint.


The name is quirky and deliberately different, like the gym; joint is slang for home, implying a sense of community and support; and, above all, it feels inclusive and open to all.


We then produced the new logo and brand guidelines, and a number of pieces of marketing collateral for the team to use moving forward.  Aaron was pleased the output:


“It wasn’t an easy decision to rebrand a business that I have developed into a successful one over the last ten years. But I needed to. From the moment I started to talk to Fivespoons I knew they were an organisation I could work with. Their original proposal frankly blew the others I had received out of the water, and my team and I enjoyed the day we spent with them outlining what we wanted. 


“And their creativity was really good. I’m very pleased with the new name and so are my members, which is the most important thing for me. I now have a name that will help me grow my business and a brand that reflects what we stand for. I would not hesitate in recommending them to other businesses.”


If you’re looking for help in rebranding, or even branding, a business then we’d love to talk.

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