PROJECT: Be Comfortable

YEAR: 2023

To tackle the problem of gymtimidation (the feeling of discomfort many people experience in gyms) I created a campaign for Basic-Fit that promotes a welcoming environment. Our goal is to help everyone feel good about working out.

Instead of focusing on the negative side of gymtimidation, we decided to take a positive approach and call the campaign "Be Comfortable." This new message encourages people to embrace their fitness journeys in a friendly space, showing that when you feel comfortable, you’re more likely to keep coming back.

The campaign includes a bright logo and a strong identity that invites members to join in. By promoting "Be Comfortable," we want to build a gym culture where everyone feels safe, supported, and excited to work out—time and time again.

This initiative not only improves the experience for members but also shows Basic-Fit’s commitment to creating an inclusive and empowering fitness community.