XFIT

The XFIT company was founded in 1989 and today has over 100 fitness clubs of various formats in Moscow and many other cities in the country. In 2022, the brand decided to update its main visual elements and turned to LINII for this task.

LINII redesigned the main visual elements of the brand so that it sounded even more dynamic and stylish, and its premium positioning was fully embodied in the attributes presented in the fitness clubs and communication materials. The team worked carefully — with respect for the history and visual heritage of the company.

In the new logo, the iconic element was redesigned — the X symbol, which previously had sharper and more angular shapes reminiscent of claws. In the new version, the X symbol has become smoother and more dynamic, symbolizing movement and activity.

The updated brand palette is based on the basic colors of green, graphite and white, while additional neon colors are used to highlight the XFIT departments. Fresh green has replaced the old grass shade, which also emphasizes the modernity and freshness of XFIT's approach.

Yellow, blue and purple colors were also chosen for the various areas of the club, such as the spa and restaurant. They help differentiate other areas of the club and make communication more understandable for clients.

The graphic elements used in the XFIT rebranding play an important role in creating a unique atmosphere inside the club. They are graphic ribbons and shapes that create a visual space for training both in the gym and outside.

As part of the rebranding, the LINII design team developed several photo styles that are relevant for both mature and young audiences. XFIT's photo style is focused on inclusivity and diversity. The club wants to show that sports are accessible to everyone, regardless of their level of physical fitness, so the photos do not feature pumped-up fitness models. Instead, they use images of ordinary people doing sports in various settings outdoors, in the gym, outdoors or at home.

XFIT's rebranding affected not only visual elements, but also brand carriers, including corporate business cards, sportswear and other attributes. Each member of the club's team was given unique business cards that can be folded into a single track, symbolizing team spirit and unity.

Navigation elements were also created inside the clubs to help clients navigate the space. Small and large signs, made in the style of the new design, direct the flow of customers and ensure comfortable movement around the club. This is especially important in large fitness centers, where customers can easily get lost.

In addition to developing the design of signs, navigation systems, merch and uniforms, elements of the corporate identity will be introduced into the interiors of the fitness centers, corresponding to the new brand platform and revealing its bright potential.

As part of the update, staff uniforms and merch were developed, which feature corporate graphics. The clothing includes reflective elements, which adds uniqueness and functionality.

A separate block of work was the creation of the design of XFIT digital products — from the website and mobile application to digital panels with the training schedule. The company pays priority attention to this area — non-standard and memorable solutions are the face and direct reflection of the essence of the brand.

New digital solutions, such as applications and a website, were designed in a single style and provide an intuitive interface for users.