In just ten short years, Iron Tribe Fitness had grown to 25 locations across the US. Brand Neue was engaged to reimagine Iron Tribe, starting with the gyms themselves because ten years of hard core workouts had definitely taken its toll.
Our approach was to overhaul the brand aesthetic and the brand voice. We reimagined every facet of the gym space — from how the space and equipment is used and stored, to how the brand should influence and integrate with the environment. What started as a refreshing of the flagship Iron Tribe location quickly became the standard for all current and future locations.