Clean it up. Make it consistent. Make it repeatable. 

That was the plan for the brand refresh of Urban MVMNT, a microgym in Charlotte, North Carolina that lives in the whitespace in the middle of CrossFit and Orange Theory, F45, and Barry's Bootcamp. 

While the brand was already well received by its audience and respected in the industry, owner Stu Brauer isn't the type to rest on his laurels. He contacted me to bring the best of Urban MVMNT together in a clear, authentic and consistent brand that would pave the way for future growth. 

Clean it up. Make it consistent. Make it repeatable. 

That was the plan for the brand refresh of Urban MVMNT, a microgym in Charlotte, North Carolina that lives in the whitespace in the middle of CrossFit and Orange Theory, F45, and Barry's Bootcamp. 

While the brand was already well received by its audience and respected in the industry, owner Stu Brauer isn't the type to rest on his laurels. He contacted me to bring the best of Urban MVMNT together in a clear, authentic and consistent brand that would pave the way for future growth. 

The strategy

With aspirations to License the Urban MVMNT model in the future, we had to be forward-thinking in our approach. We needed a brand that struck a chord with the millenial client avatar that sweats at Urban MVMNT while creating a look and feel that was repeatable and scalable. 

Our approach was to take the best of Urban MVMNT, the slogans, the taglines and the vibe that the team had worked hard to cultivate, and build a strikingly simple brand around it.

The strategy

With aspirations to License the Urban MVMNT model in the future, we had to be forward-thinking in our approach. We needed a brand that struck a chord with the millenial client avatar that sweats at Urban MVMNT while creating a look and feel that was repeatable and scalable. 

Our approach was to take the best of Urban MVMNT, the slogans, the taglines and the vibe that the team had worked hard to cultivate, and build a strikingly simple brand around it.

New fonts = A new foundation for the brand

The previous font used by Urban MVMNT was a classic DIY font that was too common for a unique boutique brand. A bold new look for Urban MVMNT comes to life with two new fonts that blend premium and modern with a touch of fun.

New fonts = A new foundation for the brand

The previous font used by Urban MVMNT was a classic DIY font that was too common for a unique boutique brand. A bold new look for Urban MVMNT comes to life with two new fonts that blend premium and modern with a touch of fun.

A culture to be embraced

"We believe movement in all areas of life is essential, and that fitness should be an experience that’s fun and enjoyable. We’re the happy hour before happy hour, and that’s our MVMNT."

Stu and his team had built a place to workout for people who loved CLT and all its attractions, but who weren't hardcore fitness fanatics. They wanted to be in shape, meet other cool people, and go to a craft brewery afterward.

SWEATLOCAL and Probably the Best Workout in CLT were two taglines that were born before I became involved in the Urban MVMNT brand. I loved these taglines, but they weren't given the love they deserved, and I set about creating badges and iconography that would proudly be born by the fun + fitness crowd that Urban MVMNT serves. 

A culture to be embraced

"We believe movement in all areas of life is essential, and that fitness should be an experience that’s fun and enjoyable. We’re the happy hour before happy hour, and that’s our MVMNT."

Stu and his team had built a place to workout for people who loved CLT and all its attractions, but who weren't hardcore fitness fanatics. They wanted to be in shape, meet other cool people, and go to a craft brewery afterward.

SWEATLOCAL and Probably the Best Workout in CLT were two taglines that were born before I became involved in the Urban MVMNT brand. I loved these taglines, but they weren't given the love they deserved, and I set about creating badges and iconography that would proudly be born by the fun + fitness crowd that Urban MVMNT serves. 

A layout system from print to digital

Building a brand that can be repeated for consistency requires more than just the right fonts and images, it requires a robust system for layouts to carry the look across print, merch, and online. 

The box that surrounds the Urban MVMNT logo was blown up and used as a frame, adding versatility and bringing movement to the brand. 

A layout system from print to digital

Building a brand that can be repeated for consistency requires more than just the right fonts and images, it requires a robust system for layouts to carry the look across print, merch, and online. 

The box that surrounds the Urban MVMNT logo was blown up and used as a frame, adding versatility and bringing movement to the brand. 

Bringing it to life online and in-class

The website, built expertly by Flexx was next to get a facelift with the new brand. The new fonts, new layout system, and colours were applied to the site, bringing the digital in line with the physical. 

The TV's inside the facility were also given an upgrade, ensuring that wherever prospects and clients experience the brand, they're served the same Urban MVMNT vibe.

Bringing it to life online and in-class

The website, built expertly by Flexx was next to get a facelift with the new brand. The new fonts, new layout system, and colours were applied to the site, bringing the digital in line with the physical. 

The TV's inside the facility were also given an upgrade, ensuring that wherever prospects and clients experience the brand, they're served the same Urban MVMNT vibe.

Merch that members actually love to wear

To create clothing that people want to wear (and that sells really well), we took a minimalist approach, creating shirts and tanks that people could wear outside the gym on their rest day.

Merch that members actually love to wear

To create clothing that people want to wear (and that sells really well), we took a minimalist approach, creating shirts and tanks that people could wear outside the gym on their rest day.

Getting ready for the License play

Stu had a plan to bring Urban MVMNT out of Charlotte and to every major city in the US. This was the catalyst for this brand evolution, and the reason it was designed to scale. In 2021, the Urban MVMNT license is a reality, and along with the immersive business coaching provided by HQ, licensees also gain an engaging, clear, authentic brand to call their own.

Getting ready for the License play

Stu had a plan to bring Urban MVMNT out of Charlotte and to every major city in the US. This was the catalyst for this brand evolution, and the reason it was designed to scale. In 2021, the Urban MVMNT license is a reality, and along with the immersive business coaching provided by HQ, licensees also gain an engaging, clear, authentic brand to call their own.