Puregym, the largest gym chain in the UK underwent a complete brand revision in 2015, and has been slowly evolving since.

A full brand redesign is an immense task that often results in inconsistences, and ultimately detrimental effects that can be inconspicuous.

Following a process of immersion, OT was able to identify key deliverables that, in each component - from the color palette, illustration and animation - works to maintain a stable design balance between the online and offline presence of Puregym.

Our solution comprises of a redesign of the current UI of the Puregym apps to reflect, and nuture their idiosyncrasies and preserve what makes them different.

The evolution retains all the elements that endeared the brand to its customers while improving their sense of immersion in the Puregym experience.