Challenge

This is fitness like you’ve never felt. This is wellness with some hell yes. This is FS8 – Pilates. Yoga. Tone. Remixed. A revolutionary group training experience brought to you by the creators of F45.

In collaboration with F45, Cummins & Partners helped build a brand campaign to launch FS8. We worked together to create an expression that breaks fitness stereotypes and inspires people to rethink Pilates, Yoga and Tone.

Solution

I was involved in designing content for the social media launch ­through a system of posts that excites and attracts members. This included motion graphics, posts and stories which considers each aspect of FS8­­ – Functional, Style and 8 Key Elements that form a workout.

A functional colour palette was selected to be accessible while driving boldness and strength. We wanted to define FS8 as an atypical fitness experience.

The dynamism of workouts is captured with emerging type, quick cuts and overlays that coordinate to show a stylistic mix in a single workout. I brought to life movement that mimics the body through kinetic typography.

8 is symbolic as it represents the key exercises in a workout. Repetition aligns with the structure and embodies moving together as a group.