Saturday, March 13, 2010

Planet Fitness: Easy as 1 2 3

Here are two print ads that I did for a portfolio class. As the assignment called for using only typography and logo, I decided to do two print ads for Planet Fitness, an innovative health club brand in the United States. Known for their absurdly low prices, lunk alarm and their Judgement Free Zone philosophy, Planet Fitness is one of the top 500 fastest-growing private businesses in America.

I wanted to bring Planet Fitness's affordability to the forefront of my campaign. By targeting a cost-conscious consumer, Planet Fitness can benefit from many American's typical New Year's resolution to lose weight, gain muscle, and simply get in better shape. The primary target is a younger group of M/F 18-25 who aren't willing to spend hundreds of dollars on a gym such as LA Fitness.

The USP is Planet Fitness's 12 3 Special, which correspond with the first three month's of the year, January, February, and March. The use of a QR code is a great way to track ROI in addition to getting people's attentionin a poor economic climate.

Typography = Avenir Light, Avenir Heavy & Avenir Book

I used this particular typeface because it is an extremely clean sans-serif that has a good range of weights. And since the ads are centered on weight loss and muscle gain, Avenir's wide-variety of weights proved to be useful. The clean sans-serif also contrasts with the ads' overall textured aesthetic.

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