Welcome to the Avenue
7th Ave Fitness set out to bring the energy and edge of New York’s fitness scene into Melbourne. Combining two iconic training methods - Pilates and Functional Fitness - they wanted to position themselves as more than a studio, but a lifestyle brand. Our task: craft a bold visual identity and a multi-channel launch campaign that would give them the cut-through they needed from day one.
7th Ave needed a brand and launch strategy that could stand toe-to-toe with the ethos of NYC: high-end, modern, and unapologetically bold. The challenge was to avoid tired fitness clichés and instead create a brand experience that would grab attention, feel premium, and embody a movement. Every element from the logo to the website, needed to inspire and energise, while setting the tone for an elevated community-driven fitness culture.
We developed a brand identity built around duality and motivation. Using the themes Breathe and Hustle to reflect their core offerings, we wove these ideas into the studio signage, content, and campaign messaging. We created their tagline“Breathe, Hustle, Move, Pursue – Welcome to the Avenue” as a rallying cry for the brand.From there, we rolled out a full suite of creative:
- Visual identity and logo design
- Website design and seamless booking integration
- Indoor and outdoor signage
- High-end photography and video production
- Social content strategy and ad campaigns
- Event activation and influencer outreach
Every touchpoint was crafted to hype the studio, build community, and establish 7th Ave as a serious player in Melbourne’s fitness space.
The launch of 7th Ave Fitness made immediate impact. Their first 30-day challenge completely sold out, with membership demand outstripping capacity. Social campaigns and influencer activations drove awareness, while sleek design and standout content set a new standard for fitness branding in Melbourne.Deliverables included:
- Logo, signage, and brand system
- Promotional materials and merchandise
- Website design and launch
- Photography, video, and ongoing content
- Social media and advertising campaigns
- Event and influencer activation
Together, these efforts positioned 7th Ave as more than a fitness studio, they became a brand that embodies movement, energy, and lifestyle.
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