Shaping Up A 40-Year-Old Fitness Brand

MERRITT CLUBS


The need for a branding refresh brought Baltimore’s top-rated gym to Grafik for a complete makeover. With insights from Merritt Athletic Club’s leadership and staff, as well as input from members and broader external research, we created a new naming convention and omnichannel branding program that’s turning heads.

BRAND STRATEGY

Merritt Clubs focuses on the wellbeing of its members by engaging with them one-on-one, supporting their active lifestyles, and fostering a happy, healthy fitness community. The new logo evokes the boldness and vibrancy of the brand, and the new mantra underscores Merritt’s unique approach to helping everyone achieving their goals.

 

​The new MerrittClubs.com features a more intuitive user experience; stronger calls to action; and plenty of opportunities to engage.

 
 

We launched the new brand with a New Year’s campaign in print, broadcast, and social media channels.

 
 

“We have always been focused on the health and happiness of our members. This rebrand is helping us tell that story.”

MARK MILLER, COO, MERRITT CLUBS