Question: How do you create compelling design around a gym that is not a gym, but, technically, is still a gym? Confused yet?

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When The X came to us they were sick and tired of two things: 1. Big box gyms regularly rigging the system and manipulating their unknowing clientele;  2. All The X’s research and proven methods being hopelessly buried under misleading branding and a nonsensical website. How do we fix this? We roll up our sleeves, go all the way back to the foundation, and Rosie the Riveter the hell out of the whole process. Instead of focusing on what The X is, we decided to focus on what The X is not. And The X is not a big gym franchise with a cheap sales pitch. We ran in the opposite direction and collaborated directly with the local community to find the right words, and more importantly, the most impactful approach. In the end, it was clear exactly what The X is…proudly different.