StudioThinktank, Work

Set30 Studio
Creating an identity for Australias nightclub
inspired group training studios



SET30 STUDIO
Creative Direction, Identity


Set30 approached StudioThinktank to create a scalable brand identity system for a company focussed on reimagining the fitness industry, with intense focus on community, music and eliminating the stigma of gyms.

The project had to consider 3 key elements; The branding and company ideals must be fully expressed in the flagship studio space, a basement in central Perth, Australia. The core branding must be able to be utilised throughout marketing collateral and future physical locations. The branding must encompass a fitness brand, not just a gym, allowing future expansion through apparel and equipment.

StudioThinktank worked collaboratively with interior architect Alex Carter from Harlow + Willow to bring the space to life with LED strip lighting, industrial concrete and muted tones and Neon Flex detailing.


Simplicity was key with the identity for S30, creating an icon that works alongside the logotype, that will eventually act as the hero graphic for the brand.

The yellow penlined arrow is based upon the idea of S30 being a vehicle in which to move forward in fitness. A call to the customer to put themselves in the arrow and progress toward the fitness lifestyle that they desire.

StudioThinktank - Creative Direction, Identity, Design
Harlow & Willow - Interior Design
Oscar Ozo - Lighting Design
DGPR - Public Relations
THE ART GALLERY OF WESTERN AUSTRALIA

The Art Gallery of Western Australia

Identity


LABRINTH
Labrinth

Identity, Direction


KOFA

Kofa

Identity, Direction


ROAM FESTIVAL

Roam Festival

Identity, Direction


ORIGIN FESTIVAL 2016

Origin Festival 2016

Identity, Direction


SHOCKONE FOLLOW ME

ShockOne, Follow Me

Identity, Direction, Motion


STREETX

StreetX

Identity


ZHU & THE BLOODY BEETROOTS

ZHU + The Bloody Beetroots

Art Direction, Motion


A DARK MACHINE

ShockOne, A Dark Machine

Identity, Direction


PALACE ARCADE

Palace Arcade

Identity


SHOCKONE HARDWIRED

ShockOne, Hardwired

Art Direction, Motion


THE BLOODY BEETROOTS

The Bloody Beetroots

Identity


SET30 STUDIO

Set30 Studio

Identity


VARIOUS

Various Works

Identity, Direction, Design




StudioThinktank®
Suite 10, 329 Murray St
Perth WA
Australia 6000

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©ThinkTank Design (WA) Pty Ltd 2022



StudioThinktank®
Suite 10, 329 Murray St
Perth WA
Australia 6000


+61 414 239 484
scott@thta.co

︎ ︎


©ThinkTank Design (WA) Pty Ltd 2022