THE NETFLIX OF FITNESS
TV.FIT is a subscription-based online fitness video platform, positioned as the Netflix of the fitness industry. The new platform offers a huge spectrum of workout videos, covering everything from postnatal workouts to ultimate fighting training, and featuring both sports stars and celebrities. TV.FIT truly offers fitness options for just about everyone.
The brand needed to be broad enough to capture the rich and varied catalogue of fitness content, while leaving viewers with something unique and memorable. The answer lies in the one consistent activity common to all fitness routines: Limbering up. From this core thought we built a kinetic identity – one that echoes the warm-up process associated with starting all exercise routines. Letterforms that bend and stretch were modelled on common warm-up movements and stretches, making the identity a key user interaction that’s not only unique, but relevant on every workout video.