TriFitness Rebrand

Rebranding and relaunching Live Borders' flagship gym offer


No. 12400 | Brand

The Challenge

Create a full brand identity and launch a refurbished gym in the Borders.

The Outcome

A new benefits-focused brand identity with membership increased by 31%.

The formula for fitness

Live Borders tasked us with creating a new brand identity for the community gym ‘TriFitness’ in Galashiels to coincide its refurbishment and to counter a competitor opening a new facility in the area. The new look would then be activated across digital, social, print and out of home channels.

We wanted to differentiate the gym from nearby fitness chains by using a more positive, benefits-focused approach which breaks down the ‘formula for fitness’ into the many things that TriFitness offers, for example: 15 minutes a day x 3 days a week = better health.

The X icon also became part of a new, stronger and more modern logo as well as a recognisable brandmark to be used across imagery on social media in an eye-catching yellow palette. The photography we chose was people-focused, naturally posed and engaging to present TriFitness as a welcoming place open to all, no matter where they are on their fitness journey.

As well as the formula, we created the messaging framework of ‘Tri…’ which spoke directly to the customer and could be adapted from broad motivational messaging (Tri stronger, Tri heavier) to more instructive, specific messaging (Tri our market-leading cardio area, Tri booking with our app).

As part of the rebrand we redesigned the TriFitness app, print documents, out of home advertising, and social media assets, and helped to design the gym’s interior. We also created all assets for providing information on update.


Campaigning throughout the closure

We ran the campaign for the refurbishment from teaser to the grand reopening and beyond, through radio, local press, out of home, signage, video, social media and digital advertising. We also wrote an email campaign, giving regular updates on the refurbishment to stay front of mind of customers/potential customers while the facility was closed.

Live Borders was provided with a set of brand guidelines for how to use the new motifs, logo, fonts and how to apply it across different channels. Following the rebrand, membership at TriFitness increased by approx. 250 sign-ups within the first month, representing a 31% increase in members for the facility. Soon after, TriFitness won Regional Club/Centre for the Year for Scotland at the ukactive awards.

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