Plexus Fitness - Finding a brand’s spirit

Plexus Fitness

Finding a Brand’s Spirit


How do you create and launch an upscale fitness center?


Create and launch an upscale fitness center.


Invented a name and brand that uniquely set the fitness center apart from the local competition.

Fitness expert Johnny Gillespie challenged us with inventing a name that would uniquely set his newest venture, an upscale fitness center, apart from everything in the local market. As a Yoga enthusiast, he wanted us to capture something unique. Something that carried across his beliefs of fitness and would open up a new channel for a lifestyle offering in his company.

Services provided

  • Brand Design and Identity
  • Brand Naming
  • Brand Strategy
  • Product Positioning and Messaging

In launching our new offering, our current brand no longer reflected the direction our company was growing in. Shiny listened intently and skillfully to get at the core of our brand image. They created a new name and a message that encompassed our people and the message we wanted our customers to hear.

– Johnny Gillespie, Founder, Plexus Fitness
Deliverables: billboard campaign, flyers, logo and iconography, messaging, signage
Plexus Fitness - Finding a brand’s spirit
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