Tribe is a local gym concept designed to help beginners start enjoying sports. It challenges the intimidating atmosphere often found in traditional gyms and counters the high-testosterone image commonly associated with fitness. We helped Tribe launch a unique group fitness concept called “Where fitness meets play.”
Positioning
Brand story
Baseline
Logo design
Visual identity
Brand guidelines
Club interior
Social media ads
Tribe is the new venture of Jaimy and Peter, a power couple already successful as CrossFit and power training personal trainers. Now, they are joining forces to help beginners enjoy fitness. They noticed that many people avoid fitness centers because they are often sterile and crowded with individuals focused solely on themselves. They wanted to create a fun, inclusive environment where people laugh, support each other and give their best as a group. This vision led to the birth of Tribe.
We decided to craft a vibrant and colorful identity, incorporating tribal patterns and inspirational quotes to enhance the Tribe experience.
Tribe was a success from day one, quickly transforming into a genuine community where people rediscovered the joy of fitness.
