A local gym's branding was very focused on cross-fit yet their service offer was very broad, they had plans to move into a new facility to attract a new customer base. I facilitated some internal workshops with the founders to define the central focus of the project as a new brand identity system that reflected their vision, strengths and structure. We established the ideal target audience, however qualitative research showed that their current brand alienated the new target audience so we carried out some interviews with the former and current employees to understand the service attributes, functional and emotional elements of the brand and distilled the brand's essence as "Health & Fitness for life" which was the golden thread that led to the new brand identity system. We defined their new personality as ciclic, harmonious, balanced, strong, personal and sustainable, ethos reflected on their new logo and every touchpoint. Finally we drafted a plan to reach their target audience through a multi-channel communications campaign.