NYSC is a convenient and flexible gym with many different locations in New York, Boston, Philadelphia and Washington.  The main issue with this brand is chaos. Everything, from website to class schedule, is repetitive and poorly organized. The goal was to simplify the brand by: Designing a new clean and bold logo mark. Recognizable in every city; Creating a set of icons dividing classes into categories.  Used as postcards for promotional purposes, they include information regarding: levels, body part being worked out, methods, schedule, etc.; Use of outdoor photography rather than indoor sweaty images to differentiate itself from competitors;  Merchandise you actually want to wear.

Created for Brand Experiences at Parsons out of my own frustration trying to join this gym. 


New York 2013


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