StudioThinktank, Work

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

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

Suite 10, 329 Murray St
Perth WA
Australia 6000

+61 414 239 484

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©ThinkTank Design (WA) Pty Ltd 2022